The key target was dealers, and we had never communicated with them before. Why? Because they use software as an incentive to close a sale! "If you buy 5 PC's + Printer we give you the software for free". The communication was directed to 12,000 distributors. The concept was based on the money one can win on Spanish Reality TV Show programmes and what the DEALER loses when they give the software programmes away. We used bright materials with red colours resembling the look and feel of the Reality Shows.

An arresting campaign, promoting more than 25 articles written in different specialist magazines and online professional forums.BSA invested 16,000 euros to develop the whole campaign. The articles published were equivalent to 45,000 Euros of advertising space on press and the internet. That's a ROI on that measure of almost 300%.