We made a natural connection with the target group while it was enjoying art in the streets, by designing a route with 8 meeting points strategically placed at key locations.

8 showcases based on various entertainment proposals and inspiration for the senses, making the product and its secrets just another activity of this special event. Experiences with aroma, mass samplings to differentiate blends and flavours, discovering the origins and secrets of coffee, creating the official cocktail “luna llena” (“full moon”) or witnessing the transformation of coffee into art by experts in Latte Art, specialized in drawing on coffee foam.

No other product could have been so successful during such a long, memorable night. On the night that Madrid dreamt without ever going to sleep, its residents enjoyed an intense reunion with Marcilla and passion for coffee.

In August 2008, Marcilla reported its worst SOM in Madrid. After the event, the brand saw its sales go up 20%.The media impact was spectacular: All national and local networks, live coverage on local radio stations, +100 print media, +200 sites, +7,000 blog references, etc.

Being the official drink, it was able to capitalize on the event’s publicity: Marcilla kept the city “awake” by distributing +30 coffee drinks per minute, of 6 different varieties, during +8 hours of shows.