We took advantage of a special circumstance: Jose Antonio Maldonado's retirement. He is the most famous weatherman in Spain, who has also been the weather icon of CEPSA's main competitor: Repsol. After years forecasting hot weathers with enthusiasm, he confesses he is a winter lover and prescribes Cepsa´s products.

In case clients missed watching Maldonado, we sent a special flat mailing: A vinyl sticker, the size of a standard TV, so they could place Maldonado over the new weatherman. A booklet with Cepsa´s advantages introduces a microsite where Maldonado gives tips on energy savings and tells his anecdotes.