As Mexico was on the verge of failing to qualify, we tapped into the powerful fan's influence to inspire their National Team to have the Huevos to win.We made ‘Huevos’ the rallying cry and created a fans-centred movement:We tought first the press how to use 'Huevos', as a word for passion against adversity:• Ads with 'Huevos' definition in football bibles Record & La Aficion• Replaced words of encouragement with 'Huevos' in articles and front coversPrepared to shout out loud and build the power: • Facebook rallied participation by encouraging fans to gather at Nike stores prior to games • Flyposted 'Huevos' Manifesto co-created by fansParaded 'Huevos' attitude: • Distributed 5,000 'Huevos' T-shirts and 3,000 flags• Decorated buses/vans transporting supporters to the game• A huge billboard on main road Mexico City• Filled the air at the game with the sound of 'Huevos'

Mexico qualified!

• 9,000 fans wore Huevos T-shirt (10% game capacity) • Publicity=$160.000 – twice the investment • Brand awareness up 5% • 0.47% CTR for 'Huevos' Nike search, without paying for the SEO • 47,330 comments & 17,300 fans on 'Huevos' Facebook (Adidas official fanpage only got 1,509 fans in 3 months!) • Nike’s 'Huevos' brand is successfully a bestseller in Mexico • Nike’s the 2nd lovemark in Mexico, just behind Absolut • Nike was the 6th most-recognised brand of the National Team, yet not the Official Sponsor • Nike 'Huevos' heading to South Africa…listen out for the fans!