Argentine Heart Foundation - Cancel the World Cup

Situation

With Qatar 2022 around the corner, we were just in time to raise awareness among the population in Argentina about how to recognize the symptoms of heart attacks to prevent them.

Idea

Let's cancel the World Cup to avoid heart attacks in Argentina.

EXECUTION

Before the World Cup

#CancelenElMundial started with a single tweet from one of the leading sports analysts in Argentina, Nicolás Cayetano, to his +280,000 followers.

He suggested canceling the World Cup to prevent heart attacks.

Argentina is the country that gave Maradona and Messi to the world, so the response from celebrities, personalities, and the common folk was overwhelmingly heated. Everyone wondered if Cayetano had gone crazy, and they were not shy about letting him know.

We created a database of language, idioms, and signs reflecting the messages' stress. Then, we asked our proprietary algorithm to find the tweets with the most infuriated comments. Finally, our bot responded to them with a message inviting them to check their heart rate and take preventive measures. 

During the games

Using social listening and a proprietary algorithm, our team gathered real-time data from users to visualize the "heartbeat" of the country during every game. As a result, we generated up-to-the-minute ECGs reflecting the heart health of Argentina EVERY match. 

Doctors from the FCA reviewed the ECG and diagnosed the country with tachycardia after the loss against Saudi Arabia and again in the championship game against France.

Results

Google searches for the term "heart attack" increased by 156% compared to the 2018 World Cup Final.

+45MM organic impressions without spending one dollar on media.

16% more scheduled visits for heart health screenings one month after the World Cup compared to four years ago.

Doctors from the FCA were invited to TV and radio shows to discuss the campaign and share preventive measures to avoid losing Argentinean hearts to cardiac diseases.

30% fewer heart attacks were registered during Qatar 2022 compared to 2018.

How was Data Used in these Areas?

BEFORE THE GAMES

#CancelenElMundial started with one tweet from one of the leading sports analysts in Argentina, Nicolás Cayetano, to his +280,000 followers on Twitter.

He suggested canceling the World Cup to prevent heart attacks.

Argentina is the country that gave Maradona and Messi to the world, so the response from celebrities, personalities, and the common folk was overwhelmingly heated. Everyone wondered if Cayetano had gone crazy, and they were not shy about letting him know.

We created a database of language and signs of stress in the messages. Then, we asked our proprietary algorithm to find the tweets with the most infuriated comments. Finally, our bot responded with a message inviting them to check their heart rate and take preventive measures. 

DURING THE GAMES

Using social listening and a proprietary algorithm, our team gathered real-time data from users to visualize the "heartbeat" of the country during every game. As a result, we generated up-to-the-minute ECGs reflecting the heart health of Argentina EVERY match. 

Doctors from the FCA reviewed the ECG and diagnosed the country with tachycardia after the loss against Saudi Arabia and again in the championship game against France.