On April 2, after finishing an important game, the captain of Racing, Leonardo Sigali, gave the typical interviews that take place on the field of play but with an unusual behavior. He answered all the questions about the game he just played with a confusing "I don't remember" that not only confused the TNT Sports journalist, but also his colleagues and social networks, who reacted immediately. Sigali became a trend on Twitter in a matter of minutes. Hours later, a video was published in which the player revealed that the interview was part of a campaign carried out by the Racing Club and the Association to Fight Alzheimer's Disease (ALMA) stating that short-term memory failure is one of the first symptoms. The action had an immediate positive response from the media and networks that crossed the borders of Argentina and reflected the great impact of the campaign carried out by HOY Buenos Aires. “The campaign achieved an organic impact like I hadn't seen in a long time. It was incredible to see how Alzheimer's became a trending topic in Argentina, generating a conversation about the disease that surpassed any other conversation on networks, as well as becoming a topic in other media such as TV and radio throughout the week," said María Luján Donaire, Director Creative General of TODAY Buenos Aires. "Sport not only transmits positive values. The clubs have the obligation to channel awareness messages of this type and the players are great opinion leaders to make it possible," said Pablo N. Ruiz Marketing Manager of Racing Club. The campaign was organically amplified in the media with a reach of 58.21 million, it was a trending topic on social networks, achieving 270 million impressions, and managed to generate conversation about the importance of early detection of this disease, causing ALMA to have more queries in 48 hours than throughout its history.
Case - The truth is that I do not remember. Advertiser
A.L.M.A. - Association for the Fight against Alzheimer's Disease.
Brand
Campaign A.L.M.A. - #I don't remember .
Product
A.L.M.A. Action together with Racing Club and TNT Sports.
CCO
Tony Waissmann (Latam)
COO
Elina Mendez.
General Creative Director
María Luján Donaire.
Creative Director
Damián Palopoli - Santiago Ledesma.
Responsible for Client
Responsible for A.L.M.A: Marta Jenko - Nora D´Onofrio - Adriana Tedesco - María Ester García / Responsible for Racing Club: Pablo Ruiz - Fernando Otero - Alex Caniza.