We chose the media that best fitted our target. Metro, a free newspaper, handed out every morning at the train, underground, and bus stops, and read by young urban people in a routine situation, eager to be suggested a change.So we had 300,000 people browsing it every other day. But on this particular morning, instead of Spanish as they naturally expected, their paper was in Italian. It looked like any other day, but the news was from Milan. We had borrowed the original front page from Milan's Metro edition and displayed it as if it was the regular front page.

Outdoor/ambient, direct marketing, publicity pack & event marketing – in short, a 360º initiative.The total cost of this initiative was €35,000. With this investment, we achieved over 150 articles and reports in the press. Over 68 news reports on TV, a similar number on the radio.The cost of all these insertions in the media would be approximately €800,000.And to this day the strip continues to sell very well.