We adapted a cash transportation vehicle and turned it into the“Armoured transport of the new FCBarcelona strip”This vehicle drove around Barcelona for 2 days prior to the presentation event. It stopped every so often and people could go inside and be among the first to see the new strip, but they had to sign a confidentiality agreement not to reveal what they had seen.

The total cost of this initiative was 35,000 Euros. It produced over 250 reports on press, tv and radio…The cost of all these insertions in the media would be approximately 800,000 euros.…And to this day the strip continues to sell very well.