For a 90 minute game, they can forget their feelings of injustice. On the field at least, there are rules. The identification of Mexican soccer fans is so strong that they believe it is their duty to support their team. Such absolute loyalty often leads to show passion through wearing a jersey, no better way to compete than wearing the green jersey in their chest. So we built the campaign “Esta Es la Nuestra”, “This is ours”, with 2 main objectives:

- Become player #12

- Share your passion

A digital campaign was the solution, centred in mobile ads that could reach young football fans who could amplify the message with friends and family. Currently 84% of Mexicans have a mobile phone and 57% of them use smartphones, especially at age of 14-30, new generations were the hook to reach and spread the passion of wearing a green Jersey.

Execution was not an easy as we imagined, requires different phases through the campaign:

1.During the teaser phase, we had to make noise: We placed disruptive ads in different soccer specialized websites and characters like Juan Futbol. These ads were about the National Soccer Team but they had TV interference to generate intrigue.

2.Reviling phase appeal to a big call to action: wear the green and become the player #12: We placed mobile rich media ads, to let the users interact. The big surprise was that you could wear the t-shirt by taking a picture through rich media ads.

3.Share your passion: After uploading the picture, we gave them the option to share it on social networks to amplify the message.

4.Maintaining phase allocates the message in massive digital media, as a recall in websites like MTV, Spotify, Facebook, Instagram, to work as a reach extender of the campaign.

Contagious the proud of wearing the green and showing the passion no matter the age and the gender, overcoming by 31% the expected interactions achieving 736,968 impressions and 27697 clicks.

Mobile was a unique tool to get a real connection and engagement with consumers achieving 81% more than the expected clicks, the result was a CTR of 3.38% 2 times more of the benchmark rate 1%.

Social media was the big screen for a reach extender, we impacted a total of 5 millions of Unique users, a 5% of total population, 10300 photos were taken and upload on social media. Even though the ads were targeted to the youngest one: teenagers, they worked as a contagious system that helped to spread the passion of wearing the green jersey: kids, elderly, old, everyone was wearing the national color in their chest and heart.