During a football match played a week before the great event, the Atletico de Madrid supporters found a leaflet on their seats in the stadium (the Vicente Calderon stadium), much alike the typical scarf worn by football supporters to encourage their teams. It read on one side: I'M NOT GOING TO THE BERNABEU (the Real Madrid stadium in which the match was to be played), and I'd rather watch it on CANAL+ on the other.

They came up with the idea of not using conventional media (i.e. the papers Athlético de Madrid supporters usually read) but making a flyer.

22% of the phone calls received to subscribe to CANAL+ during the following week were from people who had picked our leaflet in the stadium.In addition, many supporters showed their leaflets to the camera during the match, when it was being televised by the most important news media.Finally, Fernando Schwartz, one of the most well-known TV presenters on Spanish television, also showed the leaflet during his programme.(being an Atletico supporter himself). Many GRPs, many subscriptions and just one leaflet, but a leaflet which had been placed in the right spot at the right time, and very well devised.