Glaciar, the water with the lowest sodium percentage in the market is the most consumed of its kind in Argentina. It is also endorsed by the Argentine Cardiology Society and its communication had been always focused on health and on the importance of taking care of the heart.

The Libertadores de America cup final was disputed by Argentina’s greatest teams, and all-time rivals for the first time in football history. Having registered plenty of deaths by heart attack among the fans in previous clashes between both teams, we decided to act and send a message to raise awareness while keeping up with our health focused brand positioning.

We created the first radio broadcast specially designed for fans with high cardiovascular risk. The chosen match was the Copa Libertadores de América 2018 cup final, disputed by Argentina´s greatest teams and all-time rivals: Boca Juniors and River Plate.

The commentaries where in charge of one chill broadcaster, one optimistic commentator with a positive take on every play, one cardiologist sharing healthy tips on how to lower the stress during the match, and in the background: Zen music. This relaxing soundtrack was especially composed by music therapists to transmit calm and serenity to the listeners. The broadcast also included Glaciar radio ads running throughout the whole transmission. This worked as traditional radio commercials within the broadcast and as a reminder to the audience that the brand behind the idea was Glaciar, Argentina`s iconic low sodium water together with the argentine society of cardiology.

Football matches on the radio have always been nerve wracking and emotionally charged. The commentaries are always packed with tension, brought to you by broadcasters and commentators who are also passionate fans.

In this scenario filled with emotions affecting the heart directly, we decided to do the opposite by making a peaceful radio broadcast that is suitable for fans with high cardiovascular risk.

We did two live radio broadcasts of the home and away matches of the Copa Libertadores de América 2018 cup final. The first broadcast was on November 11th 2018 and the second one on December 9th, 2018, broadcasted through the Radio Colonia station, AM 550 with coverage for Argentina and Uruguay.

Earned Media + 5.100.000

Audience: + 3.000.000

Total Organic Reach : 59.100.000