Asefa Estudiantes, one of Madrid’s basketball teams, is to change courts and play its home matches in the Madrid Sports Arena (Palacio de los Deportes).

Creative strategic:We plan to make the team part of the neighbourhood.Media idea:The Madrid Sports Arena is located in one of the leading shopping districts in Madrid. Why not use its shop windows as a vehicle for our advertising?

Shop windows filled with furniture, fashion, lingerie, household goods… and in each one, our players.

Hundreds of people helped make the campaign an event, which was truly a great experience for all. The campaign made it all over the blogs and social networks.Key national media outlets reported the event as news. The campaign made it to primetime on five of the nine most watched news reports in the country, free of charge of course. The most widely distributed newspaper also broke news of the event. The campaign was also written up in digital versions of sports and mainstream newspapers.The Asefa Estudiantes have filled the stands at the three games they’ve played on their new home court since the day of the campaign.