HUEVOS for Nike

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HUEVOS

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Mexico
Released July 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: NIKE
Product/Service: MEXICAN FOOTBALL CAMPAIGN
Agency: ( anónimo )
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: ( anónimo ), Mexico City, MEXICO
Entry URL: http://www.facebook.com/huevosmexico
(anónimo): (anónimo) ((anónimo))
Media placement: Social Networks, - Internet - 1 July 2009
Media placement: Guerrila Advertising - Streets - 1 July 2009
Media placement: Outdoor - Streets - 1 July 2009

Results and Effectiveness
Next day, the most important newspapers commented and published on editorials and main pages the winning result with the campaign's language and style. It was the most talked-about campaign of the year in Mexico.

Creative Execution
It all started with a Facebook group and, during the crucial Mexico - USA game, Nike took over the stadium and was the only visible brand, relegating the official sponsor to oblivion; bringing fans in branded buses, distributing T-shirts, flags and paraphernalia to support the concept.

Insights, Strategy & the Idea
A social movement developed by Nike Mexico to bring back attention to the brand and its relationship with the National Football Squad, which is officially sponsored by Adidas.