We knew that any one of these Nike endorsers would make news after the game: Alexis Sánchez, Humberto Suazo and Matías Fernández. We agreed to prepare 3 different front pages with 2 graphic media that had great credibility and coverage throughout the country. Each front page had the picture of one of the players, the phrase “He made all the difference”, which was the campaign’s concept and slogan, and the distinctive attribute that each one of the shoes has (speed, touch and precision). Right after the game was over we decided with both media that Alexis Sánchez (star of the game) would make the front page. And so it was that the next day we could read on both La Hora newspaper and “A la Cancha” sports magazine the following headline: Alexis’ speed “made all the difference.” And immediately down, the picture of the Mercurial model with the text: “Make all the difference, choose speed.”

The Mercurial football shoes used by Alexis Sánchez, the endorser that made the front page, were out of stock a month after the launch of the campaign with more than 10,000 pairs sold; it had been previously thought that this amount would be sold during the course of 2 months. The other 2 models also exceeded projected sales for the campaign period by 15%, which translates into more than 7,000 pairs sold by model. (Source: Nike Chile)