Qué ("What" in English) is a new free daily newspaper distributed in major Spanish cities. Three other competitors already existed, with similar characteristics, and with a very similar distribution strategy: underground railway (tube) entrances and exits, bustops, etc.

We transformed the Qué launch into a social phenomenon, generating widespread comment about the advertising and promotional activities amongst underground users.

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Instead of a conventional mass media strategy, we concentrated all our effort just before the consumer chooses the product, selecting underground stations where people change trains as the key media and moment before the consumer leaves the station. We targeted all our effort at these “changeover” points, converting them into Qué territory.

All products and services need to stand out from their competitors. In this case, bearing in mind the product is “free”, we need to both stand out and be chosen in a very short space of time.