In 2019, the Chile women’s national football team was playing their first World Cup and the men's team had the chance to win the title at Copa America for the third time in a row. Two challenges that Chileans needed to face united. That's why Nike used this context to send a message of union while launching the new national football team jersey.

The objectives were to generate awareness of the launch and drive traffic to Nike’s e-commerce at nike.com.

Every major country in the world has cultural divisions. Chile isn’t an exception, and Santiago, it’s most populated city, has its own -- an invisible line that nobody can see nor touch, but everyone can feel. This imaginary line goes through every aspect of daily life, dividing people who live on either side of it. Nike wanted to reunite the country by launching the new national team jersey exclusively at these coordinates. Inviting people from “both sides” to transform this place into a new meeting point with the passion for the National Team at the center of it.

When we analyzed the context of the country we discovered that Chilean society was suffering a political and social division. We realized that one of the things most Chileans shared was the pride for their National Football Team.

We developed a mobile e-commerce experience for the National Kit built for every smartphone, transforming the line into a QR code that was activated just by turning on the camera. It was the only available way to buy the National Kit.

The UX was very simple. From the QR code to checkout in less than 1 minute and with no extra Apps.

We were able to drive +32% Traffic to Nike's e-commerce site.

Reach 1,500 person/hour, and sell +3k National team kits.