With the slogan: “Score the Real Thing” the FESI has set itself the goal of making the consequences of purchasing counterfeited products clear to consumers. In doing this, the FESI uses short videos with the figure “Buck Misfit”, which will be published on YouTube and on social networks. In these, the soccer fan Misfit buys counterfeited items of his favorite team and keeps on being disappointed by the quality of the counterfeited goods. In addition, the FESI warns against misuse of credit card data, insofar as the items on the Internet originate in questionable online shops.
The campaign will be rolled out by the FESI in the countries of England, Italy, France and Spain. The time for the start of the campaign will be deliberately set at the start of the European Championship, because especially before and during international football tournaments, sales of counterfeited soccer goods increase immensely.