This operation was mainly aimed at generating PR coverage and hence not directly finalized at an economic return on investment. Despite this, April’s sales data registered an increase (6.000 Feb 2006 Vs 11.000 march 2006, source GFK) and the Client expressed his satisfaction towards an innovative operation able to reinforce PSP’s perception as the symbol of instant entertainment within the target, and able to underline the dynamic and urban side of the brand.