The very ambitious objectives of the campaign were:• Recovery of audience and circulation • Rejuvenation of the target• To be seen as the leader of sports information (direct attack to any media or vehicles that offer sports information)

The advertising campaign was essential to stop the decline of the product and change the trend before it was too late ... If we had not got it then, it would have been much more difficult later.The determination of the media agency in the production of special actions in television convinced the Client to change the investment in other media to support this action. Although the collaboration of opinion leaders is not something new, it certainly was in the way it was executed. The involvement of the commercial departments of the television channels was essential to get it.

Marca, the leading sports newspaper in the Spanish market, was cooling off in its later years due to:• Some weariness and lack of interest• It was perceived as rigid and adults-orientated• It was conceived as a vehicle for promotionsThis is why they decided to launch the new Marca, with its historical background, being passionate and close at the same time. That is the way we feel about sports.The challenge was to transmit these concepts throughout television, with low segmentation possibilities, very high advertising occupancy and many creative restrictions.