To create media attention, recovering an abandoned profession, as old as the brand: 'El Sereno'.'El Sereno' used to walk the streets at night, lighting up the streetlights, informing people of the time, and helping out the neighbours. He was always awake thanks to our coffee and the elderly still remember him. We introduced him to the media, modernised (with an iPad and new duties) and we put him to work for 15 days in the streets of Madrid, becoming our brand ambassador.

Every media source wanted to tell the story of our unique brand ambassador and as a result, Cafés La Estrella has been the only coffee brand with increasing sales compared to generic brands in 2011.

We made a video with an old night watchman teaching a new and young night watchman about 'La Estrella' and we sent it to the media to invite them to a press launch. Then the news story exploded and the character became the best ambassador for our brand.We introduced him to the media, modernised (with an iPad and new duties), and we put him to work for 15 days on the streets of Madrid.

Every media source wanted to tell the story of our unique brand ambassador.On television: more than 30 minutes of broadcasting, appearing in the most popular news programmes; mentions in programmes; live reports; and 22 interviews of the project spokespeople, some of them live on TV shows. Mentioned in newspapers, on the radio (more than 1 hour air time) and on the internet.Cafés La Estrella has been the only coffee brand with increasing sales compared to generic brands. Free publicity: €1,480,665. Estimated audience: 10,931,222 people.