The objective was to pre-sell 30,000 copies of “The 10th Symphony”, a bestseller that combines science fiction and historical facts of the yet unproved existence of Beethoven’s 10th Symphony. This will be done in large distributors (El Corte Ingles, FNAC, Carrefour) and bookstores in Spain (3,500 stores) in addition to a high level of participation among the sales force (50 people).

The idea was to enable the target to experience the book’s plot by blurring the boundaries between reality and fiction, using a series of actions: • The creation of an authentic controversy regarding the false news-story of the existence of certain scores belonging to an Austrian brotherhood.• A fictional character who warns us against a curse that these scores carry within.• An invitation to a concert where these scores will be made public for the first time.

• An obituary in the newspaper that announces the death of the conductor.• And finally, the resolution of the mystery through the presentation of the book.

• 21% increment above pre-sale objectives (30,000 copies) during the first three weeks.• The marketing department has proposed the use of the same marketing campaign in other countries where Random House Mondadori will release the book.