Firstly• We proposed a campaign featuring every business as if it were a major advertiser.• We got in touch with the businesses to explain our idea.• Once they accepted we made them the stars of the campaigns.Secondly• Street marketing: generic posters along the street and in nearby streets, directing the attention to www.callelapalma.com • Mail drop: telling the local neighbours about our project and encouraging them to visit the businesses• POS: personalised posters at every businesses’ POS.• Online: business banners campaign.• Press: press pages featuring special offers by some businesses.• Web: a platform where we found the project manifesto and philosophy, spots, photos, information about businesses, situation, owners and protagonists, follower forums in which to comment and express opinions on the campaigns, suggest ideas and share information throughout the network

Widespread coverage of the project: TV, radio, press and hundreds of blogs.Businesses are very satisfied with the action and are very keen for us to carry on doing things to contribute to street activity.Increased flow of local people to businessesSocial awareness generated among local peopleLocal businesses have been encouraged to undertake further activities with an eye on the future.12% average sales increase in businesses featured.

Consumers have come to realise the enormous value of small businesses over large surfaces, and are aware of the need to have expert, personalised advice for the purchase experience.