Concept: As if it was about a movie, we presented the new urban tribe called LOS PELOCASCO (HELMET HAIRED), a group of four protagonists that reflect the use of the new SK 4000.

Implementation: A strategy divided in two phases that consider multidisciplinary actions.1. Teaser phase: tried to attract spectators by creating expectation. An online campaign, the web www.lospelocasco.com and a street marketing component.2. Resolution phase: showed the hidden plot behind the Pelocasco world on HYPERLINK www.lospelocasco.com, through an online campaign and street marketing.3. Buzz marketing and bloggers helped the campaign.

The original concept attracted many big partners and free publicity in diverse medias. - With an initial investment of 140,000 euros they generated and impact valued at 391,000 euros, which represents a 279% increase of the initial investment.The awareness of the campaign generated a spread of knowledge about the new product and the success of the campaign was such that 2 new launches will be made in the Italian and French markets. The Pelocasco (Helmet Haired) will again get a lot to talk about.