In 2021, Adidas started sponsoring Chile's most popular football team, Colo-Colo. However, in Chilean football culture, because of their long term partnership, the brand was heavily associated with another team: Universidad de Chile, their archrival

This did not sit well with Colo-Colo fans. Therefore, we had to create something that would make them feel a connection with the brand again after being apart for so long (since 1993).

We made the football phrase "lowering a star," which refers to winning a title, a reality.

In collaboration with astronomers from the Chilean Astronomical Association center, we managed to name a star to celebrate Chile's most popular team's 33rd title, the star was named Alba-33.

This star had to meet certain requirements to be even more appealing to the fans:

First, it had to be white, just like the team's emblematic colors.

Second, it had to be located on the 33rd parallel, just like the number of championships won by the team.

And finally, we manage to find such star, to be observable just right above the team legendary stadium: Estadio Monumental.

The main PR strategy was: all the local (and Latin American) sports media are going to talk non-stop about Colo-Colo's new title if they win their last 3 games. We had to take over this conversation, making a stunt that could not be omitted from the story of the new title itself, so that every media outlet would have to cover it along with the winning of the new title.

With the help of prominent astronomers from the Chilean Astronomy Association, we named a star: Alba-33.

"Alba" means white or whitish, just like the team's emblematic colors,

and 33 represents the number of the title that the star is associated with.

First, we released a teaser to introduce the idea when Colo-Colo was still about to become the national champion, this gathered lots of attention and expectation from the fans that could sense something big was on their way.

Once they won the game that made them lift the trophy, we published a film of our astronomers revealing the star now named after the team 33rd title.

Both were the most viewed posts in the history of Adidas Chile's social networks and achieved an impressive 97% positive sentiment among followers, since the brand has sponsored Colo-Colo, this is the best sentiment the brand has achieved with its followers.

86 press publications

35.550.842 impressions

116.572 return in media

Total

1.451.000 views

145.538 likes

912 comments

Both videos that birthed the campaign became Adidas CL most viewed posts in the account history.

All of this, with zero media investment.