We installed a safe-box inside a shelter at one of the most crowed streets in downtown Madrid. Inside the safe box you could see the Pink Panther’s diamond. By means of a draw via SMS, we gave the chance to win the actual diamond, just by sending the right code that opens the safe box.In order to complete the action and up to the moment we got a winner, the safe box was watched over by a policeman from the French Gendarmerie and a saxophonist who amused the passers by playing the The Pink Panther’s original soundtrack. The expectation was that great, that the award ceremony was placed publicly in the same place the shelter was. The act was covered for practically the totality of the most important communication media in the country.

Action’s Result: More than 1500 SMS received in ten days and a total of nearly 6 millions of impacts.Activity’s influence in the business development: Increase of 4% in the sale of tickets in the first weekend after the premier.Sales results: nationally, is the number two with 1.547.000 billing, below the premiadisima Slumdog.The international premiere of the film in Spain is second in terms of ticket sales, narrowly passed by the UK and beyond for much larger countries like France, Germany, Russia and Mexico.