The PR objective was to announce the broadcasting of a new MTV reality show in which 4 friends live great adventures while travelling all over Spain to fulfill a list of 100 wishes before they die. All this within the lowest of the budgets.To attract the media’s attention, ten hearses drove in a long single aisle around the streets of Madrid on the day of the première.Each vehicle was customized with different messages relating to what a person would have wanted to do before dying: “I never swam with sharks”, “I never climbed the Himalayas”, “I never did a three-way”, “I never told my boss to go to hell” etc. In the back side of the car, the public was summoned to watch the TV show on MTV.On the launching day, the audience objectives were exceeded by 422%. More than 40 national media representatives (offline) spread the news, reaching even international media. 1320 entries were registered on the internet and the videos on YouTube were played more than 11,000 times, far exceeding the media impact objectives.All this helped build on MTV’s reputation and position the channel as an entertainment channel for young people, not only as a music channel.

We contracted the services of 10 hearses to run around the streets of Madrid on the day of the première, October 26th, 2010. We covered each car with a vinyl banner with an unfulfilled wish made by the “passenger”. Messages such as: “I never rode a bicycle naked”, “I never came out of the closet”, “I never did a three-way”, “I never told my boss to go to hell”. On the back side of each car, there was an invitation to watch MTV that night to and reveal the reason of the funeral procession.Media management consisted of:1.- Selection of media contacts.2.- Classifciation of media type: a) “Young people in general”b) “TV contents”c) “Trends and Culture”3.- Definition of approach according to media type 4.- Video-presse releases adapted for each approach.5.- Arrangement of exclusive interviews for the most relevant media.

- More than 40 national media representatives (offline) spread the news, turning the action into something greater than what we expected, getting to reach even international media.- At the same time, 1320 entries were registered on the internet (on blogs, social networks, online media, etc.) and the videos on YouTube were played more than 11,000 times, far exceeding the repercussion objectives for the media.- The American version of “The Buried Life” had 3 times less repercussion with a budget 20 times bigger.- All this helped to build on MTV's reputation and position the channel in Spain as an attractive entertainment channel for young people, not only as a music channel.