For seven weeks our ‘advertising mini–series’ produced with the same characters, settings and tone was positioned after the commercial break and just before Los Serrano start.The viewer had a perception of a seamless extended ‘weekly TV special’ - making this an appointment to watch programme among our core target audience.

Thus: Fiction becomes Advertising.

The mini-series offered a seven minute long message and the best value as its total cost was 36% cheaper than broadcasting 7 different versions of a 60’’ spot.Free TV PR, as other channels’ talk-shows made the mini-series an example of a new advertising format.Tendency: +30% schools registered.