Cannes Lions
DDB ARGENTINA, Buenos Aires / PUMA / 2009
Overview
Entries
Credits
Execution
Make a fans dream come true by stepping onto the playing field wearing the new team jersey. In order to do that, participants must register at www.ponetelaroja.com and then choose the 11 moments and 11 heroes in club history. They must also state why they deserve to be the chosen ones. Twenty two commemorative jerseys were manufactured in line with the fan’s choices. Each had exclusive designs which the players wore in the first and second matches of the tournament. The eleven fans stepped onto the pitch in the third game wearing the new jersey, facing their arch rivals Racing Club.
Outcome
• 148.000 guests.
• 10:30 min. Average online • 43.200 registered users.
• 19.800 posted users.
• 51.400 e-mails sent.
• 14.200 comments posted.
• 41.100 votes cast.
14 days after the finalization, Puma sold out Independiente's jerseys.
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