Step 1: the development of the gadget. The colour change from black to orange had never been done before. Special developed paint from Japan was used to die the shirts in China.Step 2: make the gadget popular and accessible. The World Cup is broadcasted on TV, so TV is our main medium of a broad campaign. Furthermore we were very visible on Schiphol airport, especially for all the fans travelling to South Africa. The shirts were sold via guerilla stores in the four biggest cities of the Netherlands, and of course via the Nuon website.

The campaign got the highest rating ever for a campaign for a power company. All 55,000 shirts sold out, and the commercial was viewed over 620,000 times during the tournament. The shirt was picked up by all popular Dutch media, and the shirt also got the attention of the international media. The shirt was voted most popular Dutch World Cup gadget by Eredivisie Live, the national soccer TV channel. The campaign reached 91% of the Dutch people. People even posted their own videos online playing various games with the shirt.