Media and message worked together perfectly: the ability to own our target’s key reading matter for a day communicated Acciona’s power, and the fact this had never been done before and broke national records, presented Acciona as a pioneer. Moreover, being the exclusive advertiser allowed us to convey a number of messages without risking misattribution: we alternated pages displaying just the logo with others presenting the holding’s main values and activities.

Results showed that following the campaign, brand awareness rose from 50% to 97% amongst the core target and public opinion. Plus, the unexpected and extraordinary nature of the press strategy generated significant PR both among specialised and mainthrust media –TV, radio and press, which turned Acciona’s campaign into breaking news.