We installed a safe-box inside a shelter at one of the most crowed street in Madrid downtown. Inside the safe box you could see the Pink Panther’s diamond. By means of a draw via SMS, we gave the chance of win the actual diamond, just by sending the right code and open the safe box.In order to complete the action and up to the moment we got a winner, the safe box was watched over by a policeman from the French Gendarmerie and a saxophonist who amused the passers by playing the The Pink Panther’s original soundtrack. The expectation was that great, that the award ceremony was placed publicly in the same place the shelter was. The act was covered for practically all of the most important communications media in the country.

More than 1500 SMS messages were received in ten days, gaining a total of nearly 6 millions impacts.The activities influence in the business development led to an increase of a 4% in the sale of tickets in the first weekend after the premierSales results: Nationally, the film rated number two with 1.547.000 box office taking, just one place below the premiere movie Slumdog Millionaire.The international premiere of the film in Spain is second in terms of ticket sales, narrowly passed by the UK and beyond for a much larger countries like France, Germany, Russia and Mexico.