The primary idea was to transport the World Cup to supermarkets. The client was thinking of something big, so we needed big stores. The idea was developing the Johannesburg Soccer City, from that we started moving by hand with our client and the stores to see what fitted both parts needs. We ended up with this version of the XXX stadium. Implementation required transportation and installation in 108 stores all over Mexico, so we used the patented pop-up system that enables packing in much less space than usually needed, and allowed easy and fast installation (20 min).

The action started as a 56-store promotion. When field people saw the first stadium, the coverage increase only ended with time and production restrictions. It scaled to 108 full stadiums, we even had to do 36 half stadium version for smaller stores. It was a success for the client as the best promotion in the point of purchase by far against the competition. For the clients it was an event to have a “stadium” in the stores never seen in Mexico and they gave us their approval and applause by increasing in 11.2 % sales compared to non-stadium stores.