Background

There are many deficiencies in the shopping experience in the stadiums of Mexico. One of them is the insecurity that fans are exposed to. The math is simple, crowded places equal pickpocketing. Asa result, football fans must take measures to avoid getting robbed, which includes not bringing cellphones or wallets to the stadiums, just a few bucks, and the most valuable thing a fan has: their team jersey. On the other hand, payment methods at the stadiums limit fans from fully enjoy the experience of watching a match of their favorite club.

Corona has been affected by its beer volume sales. So, the brief was to find a way to solve the problems involving a large volume that was rapidly escaping. Considering that the average attendance of each match is 50K people, this solution should position Corona in the center of the equation to effectively solve this problem.

Idea

Corona reinvented the way to enjoy a football match by creating a new payment solution for the fans. The idea was to turn their football jerseys into a digital wallet and enable them to enjoy a cold Corona without using cash. Eliminating all kinds of problems experienced by fans in stadiums.

This is how Jersey Pay was born. The fans only had to reach a Modelorama vendor with the “Jersey Pay Logo” and tap the badge of their jersey. Once they have installed the jersey tap, they could pay with a PoS terminal within the stadiums. The vendor approaches its contactless device to the crest and instantly charges it to their account at retail price. In addition to making the purchase of Corona more comfortable and fun. By using this payment method, fans could enjoy extra benefits and promotions. Making their Corona experience go beyond the stadium.

Strategy

To make Jersey Pay a complete experience, we had to incorporate the key elements that Corona owns. The first thing we had to do was to create interest through a digital campaign segmented to football fans, complemented with direct communication to the existing brand databases of this segment. In that way, we spread the news about this innovative solution.

Through this communication, we asked fans who visit Modelorama stores (Corona's physical stores) to bring their jerseys to install the RFID waterproof tag inside their team jersey. If some could not attend the physical stores, we set up stands inside the stadium. So that no one misses the opportunity to live this new and attractive payment method delivered by Corona.

We not only reinvented the way to consume beer in stadiums. We also increased in-store traffic to over 10,000 stores and the creation and activation of the Modelorama account.

Execution

The first thing we had to do was make sure the ecosystem around the idea worked. So, we had to make modifications in the way Modelorama Now works, as well as to the devices inside the stadium. Once this was possible, we started a test pilot during one of the most awaited matches of the season, in the largest stadium in Mexico. The ideal moment was the derby with the two most followed clubs in Mexico: America and Cruz Azul, reaching more than 50K fans only in Mexico City.

After the success obtained, we reapplied the action in different games throughout the season, adding more than 30,000 people with Jersey Pay installed in our first week of activity. Most importantly, Corona is challenging the infrastructure inside stadiums by bringing new technologies to solve a problem that Latin American football has faced for many years.

Corona - Jersey Pay

CREDITS

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