The broaden of the press made it possible to make the problem visible: the first female super classic was played at 3:00 p.m., a time in which the male would never be played. And at the same time, summon people to watch the game broadcast at 9:00 p.m.

Women's football is booming, but still, as in most countries of the world, there is a lot of work to make it a profession that complies with regulations and provides stability and visibility to players. In fact, it was only in 2019 that women's football was professionalized in Argentina.

Our first step 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. So, we decided to go further. In addition to putting the issue on everyone's lips, 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.

INSIGHT: Not many people realized that the women's soccer superclassic was played on a schedule where the men's would never be played. Nobody raised the subject.

STRATEGY: We raised the information on our social networks and since the community did not support us, it reacted in a macho and aggressive way, we decided to make it 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 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. So, we decided to go further. In addition to putting the issue on everyone's lips, 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.

Thanks to the action of broadcasting the game, we 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.

- Media outputs: Positive sentiment +85% (brand's benchmark +68%)

- Tone and message delivery: At beginning, our community did not respond as we expected, they didn’t support us, they reacted with sexist comments.

But then, the rebroadcasted was the most watched feminine football match in Argentina, achieving spectators to 420.000.

- Business Outcomes: After our campaign, Quilmes brand reputation as a honest brand increased +10% (Kantar Millward Brown - Category Trakking).

- Also we achieve 5M earned media and 14M impressions.

- TNT rebroadcasted the most important matches in order to give female sports the visibility it deserves.