We chose SoHo, the number one men’s magazine in Colombia, and we made it the reader’s job to complete the centerfold just like a World Cup sticker album.

He had to search for stickers attached to ads of the brand throughout the magazine’s special soccer edition, detach and later paste them to complete a new picture of the model, meanwhile learning the steps of Nivea For Men’s facial care routine.

This execution allowed full interaction of the target with the brand merging the two passions of Colombian men: women and soccer.

Sales grew 10% in July 2006 compared to the previous month in conjunction with a 40% reduction in the cost of the execution.