The current situation around Branded Content in Mexico is very limited. In open TV you're limited to 30 seconds and the cost is high, mostly when you want to air in primetime. Cable TV is cheaper but it also requieres a high budget.

Specifically in Mexico, the two TV Networks that share the biggest audience have a very strict media plan system, so we wanted to create a story that could be told in the time we needed without the limitations of the mass media plans,

so here is where online efforts worked in our favour.

Based on the unique insight, we went out and searched for mexicans living abroad, specifically the countries Mexico is going to face in the first round of WC 2014 and we got to know their everyday life as visitors and made documentary out of it and we honored them by making them the first mexicans to release and wear the new away jersey 2014 before than anyone else.

As a result we sold out most of the stock (70%) of jerseys available online and instore. And mexicans all over the world began asking for a jersey under the premise that they also play as visitors. Before we launched the jersey, the connection with the team was poor, mainly because of the difficult qualification experienced to the WC 2014, but after the film was released people had a new flagship and bond with the team.