Basing itself on the reality of other teams in the league, Estudiantes wanted to make the media and the fans believe that an Arab Sheik was going to buy the club and as a consequence change it completely.The Club’s primary objective for the new member acquisition pre-season campaign centred on maximising the number of members through a clear-cut communication that would remind people of the unique values that define the club.The immediate objective was to provoke a strong sense of rejection towards the notion of a club that, with 60 years of history behind it, would be prepared to sell its sporting assets in exchange for mere business interests. The intention was to awaken a feeling of belonging from a fan base which had dozed off over the years and as a result had stopped renewing their membership for a number of different reasons,

1. We Launched the News All of the sports websites, forums, magazines and online news desks spread a rumour: a Syrian Sheik was coming to buy Estudiantes.2. ReactionThe rumour didn't take long in reaching an extremely riled fan base that, in defence of the club's values and tradition were totally indignant and in fear of losing them forever. The rumour didn't take long to hit the headlines following statements made by the club's president and after an official statement published in Estudiantes’ official website.3. ResolutionIt was the 'Syrian Sheik' himself who was tasked with revealing the true nature of the campaign in front of the club's fans, reminding people that sometimes you don't value what you have until someone tries to take it away from you: “Don’t let that happen. Don't let anyone change you, because Estu will go on being the same old Estu.”

The immediate objective was achieved which was to provoke a strong sense of rejection of the idea of a club which, with 60 years of history on its back, was prepared to sell its sporting assets in exchange for mere business interests. This awoke a feeling of belonging from a fan base which had dozed off over the years and as a result had stopped renewing their membership for a number of different reasons. 21% increase in new members of which 40% were returning to the club.