In order to reach the right target market we went to 10 of the most traditional sports bars in the city and presented to the owners the never-seen-before jersey that would be released in a future match against Uruguay. We gave them the opportunity to display this limited edition sports relic in their establishments, and they all eagerly accepted this honour, at no additional cost to the agency.

In two months the pre-sale of the jersey sold out, in half the projected time.After the campaign was over, the establishments did not want to take down the display, they all wanted to keep the relic.The relics and our campaign became a media subject, creating buzz and appearing in newspapers, online journals, and even on a national TV news channel spontaneously.We never had to pay a dime to place the media.