The Brand: Portugal Store - The Official National Team Shop

The Campaign: 1921 Portugal Jersey - Centenary Jersey

Brand Challenge: The Portugal Store, Portugal Football Association's official online store is by nature the PLACE for the Portuguese to buy Portugal related fan items. The main challenge is to continuously develop products that are only offered on the website generating a great interest from Portuguese fans.

2021 marks the 100th anniversary of the first ever Portugal National Team game (which was against Spain in 1921). Besides being a relevant moment to communicate with Portuguese fans, it’s also a commercial opportunity to leverage the E-Commerce of FPF with the launch of a 1921 replica, limited to 500 units.

Strategic Approach: This isn’t just another shirt. Even though it’s quite a simple product (a black shirt with a white collar), it represents Portugal history in football. The main goal was to create FOMO (fear of missing out) in our fans by communicating the launch of a new shirt - not positioning it as a replica but as a new Portugal shirt.

By creating two phases (Teaser and Launch), we would be able to capture fans interest on the product even before it was launched.

Strategic-wise, the approach to communicate the 1921 jersey was to avoid the vintage clichés and advertise it as a new cool product instead. A lot of shirts are released every day by clubs and national teams and we wanted to really make a statement in this context.

Creative Concept: 100 Anos de Portugal ao Peito (which translates to 100 years with Portugal on our chest | Portugal Centenary

• Teaser Phase: The first part of the campaign communicated the fact that a new shirt was being released on November 8th. This way we were able to generate leads of potential buyers and create FOMO on Portuguese fans

• Launch Phase: A cool modern video piece and photographies were produced to position the 1921 jersey as a must-have product, not just a replica. By using a modern scenario, we are able to showcase the centenary shirt in an impactful way.

  Besides the Ad campaign we were also able to promote the shirt with current National Team players during press conferences and other communication opportunities.

The results? Sold out in 3 hours.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Partnerships Manager: Rui Mascarenhas
Merchandising Manager: Manuel Mello
Design: Nuno Martins, Tiago Queirós
Production: Aidan Kless & Vasco Eusébio