As the official sponsor of Independiente Club, Puma faced a challenge: the selling of official jerseys, one of the most effective ways to regain that investment, decreased significantly as fake jerseys in the black market became more popular due to their cheap price. To invert this, we created a way in which the official jersey offered something unique and original, something that a duplicated jersey simply cannot offer: the opportunity for fans to give their jersey to Independiente players to wear during a game.Our idea was to transform the original jersey into an original one by printing a code. By registering this code in www.ponetelaroja.com, each fan could become an official fan. Here, they had to tell us how far they would go to wear their jerseys—like wearing it on their wedding day! Other visitors voted and the fans with most votes could give one of the players his own jersey to wear on the official game.

The campaign was incredibly successful.On one side, we satisfied our client, Puma, as we fought directly and effectively against piracy, which has grown significantly and affects the selling of official jerseys worldwide. On the other side, we provided fans with a valuable element.Results in two months:Visits: 247,971Original visits: 42,550—a full house at the Stadium!Visits per day: 3,999,68Pages visited: 1,366,354Considering that an original jersey is worth US$60 and a fake jersey on the black market costs US$15:Official fans registered: 4,519This means: 4,519 jerseys soldThis means: We triumphed over piracy!