The case is relevant for the media category since the media was the focus of the idea: we allocated the investment that the brand had assigned to men's football to broadcast the game during prime time. The redistribution of the media budget and the adaptation of the medium to broadcast were key pillars of the campaign.

Quilmes is the most iconic beer in Argentina and has a really strong standpoint about football and how this passion impacts society and culture.

Women's football is booming, but not a profession that complies with regulations and provides stability and visibility to players. in 2019 that women's football was professionalized in Argentina.

The first game in the history of professional women's football in Argentina was the derby between Boca Juniors and River Plate, but to everyone's surprise, it was scheduled on a Tuesday at 3pm. then, no one could watch it.

All derbies should be played at a time when everyone can watch it.

We noticed that the first game in history of professional women’s football in Argentina, was the “Superclásico” (Boca vs. River), but to everyone’s surprise, it was on a Tuesday at 3pm. That would never happen with male “Superclásico”., Quilmes being the sponsor of both teams, decided to expose this subject

First was to expose the topic and our perspective in social networks: "any Superclásico should be played at a time where everyone can see it". But our community did not respond as we expected, they didn’t support us, they reacted with sexist comments. And, as mentioned before, these attitudes are something that we reject. we created a conversation on this subject

We changed our media investment from men's football to women's, and we bought 2 hours on TNT Sports to rebroadcast the game at the same time that any derby would do, a Tuesday at 9pm.

The strategy was to expose our point of view and react in real time. As a main sponsor of both teams, we decided that it was our responsability of show the problematic.

We gathered the information on our social networks and since the community did not support us, reacted in a male chauvinist and aggressive way, we decided to hit the news. We sent the note and our content to different feminist communities that talk about women's football and, at the same time, to the most important sports media in our country.

Our first step was to expose the topic and our perspective in social networks: "any Super classic should be played at a time where everyone can watch it. But our community did not respond as we expected, they didn’t support us, they reacted with sexist comments. And, as mentioned before, these attitudes are something that we reject. So, we decided to go further. In addition to setting the topic on everyone's talk, we sought to take this to a higher level. We changed our media investment from men's football to women's, and we bought 2 hours on TNT Sports to rebroadcast the game at the same time that any derby would do, a Tuesday at 9pm.

The placements of the campaign were the brand social media channels, to amplify we shared the new with feminist communities and journalist and the channels of TNT Sports.

Broadcasting the game, not only reinforced Quilmes support for Argentine football, but we also managed to expose our point of view on the context of women's football and bring it to a concrete fact. We understand that the results and the success of the action are entirely for women's football.

The goal was to broadcast the first women's professional football match in Argentine history going from 40.000 viewers to 420.000.

After these, TNT rebroadcasted the most important matches of these category in order to give female sports the visibility it deserves.

Also we achieve 5M earned Media and 14M impressions.