Brands all around the globe spent millions, billions, and trillions to sponsor the teams in Qatar 2022. Uber Eats main competitor in Mexico wasn’t the exception. But sadly, they forgot something: According to FIFA, no logos can appear on a National Team’s jersey during the World Cup*.

Well, at least that's the rule for those who spend tons of money. We wanted to own the World Cup conversation, so we hacked that rule, by spending less than them.

*Fédération Internationale de Football Association, Regulations FIFA World Cup 2022™, 2022, p. 30.

A jersey designed to protect our National Team’s jersey from our own food and from those fans that always get the sacred jersey dirty. So when our team jumped onto the field to defend our colors, we defend them outside the pitch.

We knew that no one will wear our jersey at their own will, but we also knew that everyone has a friend that will definitely need it. So we called out all Mexicans to mention those fans with zero respect for the national uniform, those fans that always get their clothes dirty, so they can receive their Unstainable Jersey. Influencers and media all around Mexico also did their part, by amplifying our message. Simply put: everyone wanted to evidence their friends and join this truly funny conversation.

We found that our target doesn't have the best manners when it comes to watching football and eating delicious food. Sports fans usually get a little too excited and end up staining their clothes. We are fine with that, except when we talk about our sacred National Team's Jersey. Having this in mind, we build a social media campaign around it, not only for our logo to be present in every Mexico jersey but to protect those jerseys and show our community that –despite not spending millions on sponsorships– we truly cared about our national team. In fact, we cared about it so much that we protected it even from our own food.

We started by prototyping the jersey: made of biodegradable plastic with our logo on the front, of course, we knew that no one will actually wear a thing like that, but Mexicans have always been specialists in trolling, so we used that insight to call out the whole country to put their friends in evidence, with a simple CTA: if you have a friend that always gets its clothes dirty, he needs the Uber Jersey.

Instagram and Twitter were the chosen social media networks since both are places where people are always making fun of each other, influencers and media also did their part. In about two weeks, thousands of jerseys were sent to people all around Mexico who proudly share that they were protecting our National Team Jersey. Sadly, our team didn't make it into the KO stages of the competition, so the campaign ended up at that moment.

500M Impressions

5.4% Engagement Rate

100% Positive Sentiment

Uber Eats orders grew by 17% during the World Cup

Out Engagement Rate on Twitter grew x 5

People actually did what we have planned, they have fun with the idea of @ their friends on Social Media

No jerseys left.

Sources: Brandwatch & Sprinklr