Ochsner Sport is the official fan shop of the Swiss national football team. This means that Switzerland's largest sports retailer was also the place to go for the Swiss fans who wanted to wear the official World Cup jersey from Puma during the 2022 World Cup in Qatar. For the very first time Swiss fans found themselves watching the World Cup in winter. Therefore the task was to develop a fan article giving them the chance to cheer for their national team despite the cold temperatures.

To keep the Swiss fans warm while cheering for their team, together with Puma the

«The Wool Jersey» was created. A knitted jumper made of 100% merino wool using the exact design of the official Swiss World Cup jersey. The jumper was released as a limited edition, including all 10 regular players’ jerseys as well as the goalkeeper’s. Anyone who wanted «The Wool Jersey» could win it via social media. But only during the 90 minutes of Switzerland's opening match against Cameroon. Posts were made at kick-off and half-time. Fans could then comment on why they should win «The Wool Jersey».

Looking at the habits of Swiss fans during World Cups, one thing was obvious: watching those games is usually a summer celebration where people wear short-sleeved jerseys and short trousers. But in 2022 and for the very first time the Swiss public found themselves watching the World Cup in Winter. To give the fans a chance to cheer on their team despite freezing temperatures our goal was to create a fan item that keeps them warm. We also wanted to create a buzz by launching this very special fan item as a limited edition that you could only win during a limited time. To achieve that we chose the moment all Swiss Fans were waiting for: The first game of their team. Our call to action made clear: You have only 90 min to win «The Wool Jersey».

To create attention for «The Wool Jersey» we started the promotion for this limited edition two days before it was raffled via Social Media. The short promotion phase on social media included a Video-Teaser revealing «The Wool Jersey» and Stills which were posted on the social channels of Ochsner Sport. On top these assets were used for Social Ads.

The raffle of «The Wool Jersey» was also promoted via Ochsner Sport’s Newsletter and during an Instagram-Live on Ochsner Sports channel just before the match. On the day of Switzerland's first match during the 2022 world cup the fans had 90 minutes to comment on two posts to win «The Wool Jersey».

With only 11 jumpers, we reached over 1.7 million football enthusiasts. During the 90 minutes of the competition social media comments were posted every 3 seconds on average. The campaign grew Ochsner Sport's fan community by 24% and generated +230% of social engagement.