PUMA wanted to create awareness for their new X-ray collection during the European Cup 2008. They had a very limited budget, but wanted the same level of exposure as Nike and Adidas. The X-ray collection was based on ‘showing the inside on the outside’, and hence used different X-ray graphics on the products. PUMA wanted to utilize key sponsor players during EURO 2008 to put focus on this new product-line.

With a tight budget we had to come up with an alternative idea.With the massive exposure of the players during the Euro2008 matches we decided to incorporate them as part of the execution, something which had never been done before. We asked the featured players a series of questions and created a detailed tattoo for each of them.We then exposed the tattoo in the final group match Italy vs.France where we expected the biggest TV audience. We had Italy's Mauro Camoranesi wearing the tattoo during the important match. The tattoo also served as an interactive element on the campaign website, where users could explore it

Fake tattoos (and hence the graphic reference to the X-ray collection) were exposed on live-TV to hundreds of millions worldwide without any media costs.Massive exposure on several hundred football blogs and sites worldwide.

A European Championship is normally a closed field for all brands that are not main sponsors of the event. By utilizing key sponsor players, PUMA bypassed this restriction and got to expose relevant graphic references to the new X-ray collections to football lovers all over the world and afterwards, create hype about the product online.