One of the typical ways in which true fans support the national team is by painting their faces with the colours of the flag. For this reason, we decided to give paint samples of these colours through the free newspaper with largest circulation in the country. In addition to this, the front page of the newspaper had the headline “Go Chile”, which invited people to be official fans along with Entel PCS. Before the match, there was a special distribution made by product promoters who wore the aforementioned front page on their backs and gave away the paint. The distribution took place in the surroundings of the stadium as well as places where people gathered.

TOM (Top of Mind) results increased 25% and reached 25 points, which was deemed a success. These results were directly attributed to the communicational effect of the campaign “Official Fan of the National Team.”