The national football team is the greatest passion of Mexicans.

And together, they share the same dream: to win the World Cup.

There are seven matches until the final, but Mexico has never gone any further than the 5th match.

And in the last six times they participated in the World Cup, they were eliminated in the fourth match.

The fifth match has become a curse among the supporters, making several of them stop believing in the national football team long before they got into the field.

Corona has always been by the team’s side, and as the official sponsor, we needed to do something to turn the game around, reclaim the supporters’ passion and face this curse inside and outside the field.

We launched AeroCorona, an exclusive airline to take the most crowd-inciting supporters to Russia.

To materialize this great idea we built the AeroCorona Hangar, a proprietary space 100% dedicated to football and its supporters, with a complete programming especially for them to get in the mood of the World Cup, reclaim their passion, and their trust for the national football team, as well as challenge their supporting skills to make sure they get a place in the flight that would take them to the fifth match in Russia.

Mexico is a country of football lovers.

But when we analyze Mexico’s history in the World Cup, we see that there’s a latent tension: the fifth match curse.

In the whole history, Mexico has never gone any further than the 5th match and Mexicans are pessimistic, they cannot stand to see the national team getting closer to the fifth match or further than that.

And the worst is that they blame LUCK on the team’s failures.

We needed to show that Corona believes in Mexican’s national football team and that luck has nothing to do with the results in the field.

To make this brand statement tangible, we created AEROCORONA, an airline to take the most qualified supporters to the World Cup.

And, just like the Mexican national football team, supporters couldn’t rely on luck to get a seat in this flight. They could only rely on their own effort.

The AeroCorona Hangar was built in Mexico City, near the Aztec Stadium, home of Mexico’s national football team.

With an area of 400 m2, the hanger took 9 days to be built and it was opened on May 24th, 2018.

Those who visited the Hangar during the four weekends it was opened were able to feel like a real passenger.

At the entrance, there was a check-in stand with the most fun flight crew Mexico has seen.

After having their documents checked, the public had access to several attractions related to football, concerts with bands, stand-up comedy presentations, and challenges that could take them to the fifth match, such as scoring a goal in the unbeatable goalie, having the strongest kick or the longest shouting of “goal”.

And, to make the space more interesting, we partnered with relevant brands, such as Adidas, which had its own store inside the hangar.

Besides becoming Mexico’s best pre-World Cup experience, with over 12,000 supporters, AeroCorona was the most popular topic in the press during the period in which every brand wanted the public’s attention. This made AeroCorona become ABInbev/Grupo Modelo’s best known project.

All these numbers have helped Corona to be known as the partner brand that believed in the national football team, regardless of the history of the previous World Cups, conveying this “I believe” power to thousands of supporters all over Mexico.

165 publications in traditional media

198,000 viewers in live transmissions

69,113,122 impacts

$8,271,784 in spontaneous media