We didn't want to do the typical premiere event, so we decided to generate interesting content that would make people talk.This way, we created “Guiados”, a real-time filmed road movie, with no established script, where our main characters didn't know what would happen next. Throughout the movie, the main characters make a trip through Spanish grounds and using clues and actors in disguise that come along the way, they discover which is their final destination. To solve all the clues and riddles, they use Guía Respsol 2012 in all its formats: print, web and mobile. The Guiados premiere was made in an indoor drive-in theatre, made just for the release, with room enough for 500 vehicles and where more than 900 bloggers, journalists and thought leaders showed up.

The movie release was featured in the most important news media in the country.We were featured in 190 local newspapers, 55 digital newspapers, 35 current affaires magazines, 36 gastronomic magazines, 21 economic diaries, 26 free newspapers, 17 finance magazines and 11 national newspapers.

€3,710,548 worth of advertising that the client saved.Media repercussion was a success. We managed to turn an event into a whole advertising campaign.