The key to this idea is focused on using the players' jerseys as a medium to generate confusion. Another of the most important things about this idea is that without the organic means and those of the club, the idea would not have had the significance it had. It's an idea that we relied on earned media to make it as massive as it was. We used the club's social networks and revealed the idea on the official live broadcast of ESPN, where millions of people follow the game. Of course, after the game, the country's sports media and

Soccer in Argentina is the most important sport in the country, where millions of fans follow their clubs and the professional soccer league every Sunday where the matches are played, and also every day of the week on TV, streaming, radio programs, press, social networks, etc. The fanaticism for soccer is total, even more so being the last world champion in Qatar 2022 and having been chosen in that same soccer world cup as the best fans in the world. Also the best player, Lionel Messi, the Best Goalkeeper, Emiliano Martínez and the revelation player of the World Cup, Enzo Fernández. The fanaticism was already total, but after the World Cup, the passion increased 100% more.

This was a live experience at a match between Racing Club, one of the biggest soccer clubs in Argentina, vs Newell's Old Boys at the Domingo Peron stadium on April 12 on matchday number 11 of the Argentine Professional League WITH MORE THAN 40 THOUSAND FANS IN THE STADIUM AND MILLIONS watching it on TV or following it on social. The impact of this activation in partnership with A.L.M.A., a non-profit organization with the mission to fight Alzheimer’s, was immediate because it created the conditions to experience name confusion - one of the first and most pronounced symptoms of the disease - in real-time. Every person watching the game experienced this symptom first-hand, at the same time, thought an unexpected simulation of what happens to Alzheimer’s patients.

The idea is that both those attending the match and those following the game on TV or social, during one of the most important matches of the Argentine Professional League, could experience first-hand one of the first symptoms of Alzheimer's disease, which is the confusion of names. We did this by switching the players' last names on the backs of their jerseys in real time, at the match and shared the activation across multiple channels.

Our strategy was to create an immediate and far-reaching impact on millions of people by sharing a clear message about Alzheimer’s and one of its first symptoms -name confusion. And we had to do it where no one would see it coming in order to give people an authentic, first-hand experience of the symptom. We chose a time and a place where intense attention was already captured – a high-profile soccer match with more than 40,000 fans in the stadium and millions watching at home or on their devices. Because A.L.M.A. is a non-profit, the strategy also needed to have organic reach and amplification built in. With hundreds of media outlets covering the match and high interaction on socials providing maximum amplification in real time, the goal of the live experience was to generate tons of earned media and conversation organically.

Before the match on Racing Club's social accounts we published a photo where we see the Jerseys but the numbers of those playing that day were correct, but the last names were switched.

After, we posted another photo with the formation of the 11 starters that were playing that day but with the last names switched.

The stadium screens showed players’ faces, but the last names were wrong. The announcer through the speakers also said the correct numbers but with names that were switched.

All was resolved when the players took a photo while holding a banner with this message:

“Name confusion is one of the main symptoms of Alzheimer's, and if you feel this, you should contact ALMA.”

It all happened in the live official broadcast of ESPN. On social media, we also posted a video of the two most important players of the squad explaining what had happened.

In less than a week, this live activation campaign generated:

• More than 179MM earned media impressions

• 98% positive sentiment (2% neutral)

• 400% increase in A.L.M.A.’s social media impressions

Never in history has A.L.M.A. had so many inquiries or so many interactions on its humble social networks.

The Name Confusion is a pure media idea, we used the club's shirt as a medium to develop the idea, and we used the club's social networks and managed to appear on the ESPN official broadcast with the unveiling. Then, hundreds of media outlets in the country and around the world shared the idea.