Moche is a telecom brand for teens under 25. In order to get their attention, it decided to sponsor this season's away jerseys of Benfica, FC Porto and Sporting, Portugal's major football clubs.

But a teens brand like Moche doesn't settle for regular visibility. So we decided to use this sponsorship to say something else about the brand.

Since the home jerseys were sponsored by MEO (the all-family brand, also from Portugal Telecom), we managed to split the sponsorship in the jerseys according to the players' age: those under 25 used Moche, while the others used MEO.

And, for the first time, the same team entered the pitch with two different sponsors simultaneously.

Without spending a single euro more, the media and every football fan got the message: if you’re under 25, Moche is your brand.

We knew that sponsoring the Benfica, FC Porto and Sporting jerseys would get Moche a lot of visibility. But we wanted to use this sponsorship to tell our audience something else about the brand, more than our logo. Being a brand for youngsters, we had to be fresh, original and relevant.

The stunt was news in several national and international newspapers, websites and blogs. On Facebook, the clubs posts got more than 23.500 likes and 2.000 shares. Without spending a single euro more.

Half an hour before the match, after receiving the official teams lineup, all the journalists who were in the stadium to cover the match received the exact same page with a brand logo (Moche or MEO) after each player's name, and the explanation of the stunt.

Moche decided to sponsor this season's away jerseys of Benfica, FC Porto and Sporting, Portugal's major football clubs. Since MEO, the brand that sponsored their main jerseys, is also part of Portugal Telecom, the holding company that owns Moche, we saw the opportunity to convince them to split the jerseys sponsorship according to the player's age and tell everyone what Moche is about.

Knowing that what football fans care about are the players and not the brands around them, our strategy was to make this story about them. We used their age to get everyones attention and say something relevant about our brand.

We had to convince the MEO (also part of Portugal Telecom) team to split the sponsorship according to the player's age, the clubs and get the approval of the Liga Portuguesa de Futebol, which wasn't easy, since it had never been done.

To get the most out of the moment, two days before we released a teaser to the media.