Objective. Increase loyalty of young Movistar customers by getting them to attend a new series of Movistar MARQUEE concerts. This is an innovative concept that creates a modern technological space where young people can enjoy music and other leisure activities. Movistar chose Enrique Bunbury to sponsor this year´s tour.Target: Customers between 14-35.Strategy: With a limited budget we created a high impact invitation campaign using one of the most popular Bunbury songs to capture intererst and ultimately attendance. SMS was used to reinforce the message. A discount was used to encourage attendance.