When a financial institution wants to connect with the youth, it has to find the form, channel and language with which they are receptive.

In this case the answer was the causticity and irony of their last internet hit, the character created by Joaquin Reyes known as ENJUTO MOJAMUTO.A series of episodes were specially created for this goal, starring Enjuto Mojamuto. The internet star premieres these episodes in which he recommends and uses the +26 card and benefits from its discounts.

Enjuto's characteristic style was not altered, fleeing from any resemblance with a common sponsorship or product placement.

• The web got 2.997.168 visits (730.000 more than 2007 and a daily average of 15,942 visits) even on the mobile web portal.• New contracts increased by 12.6% against the same time gap in 2007.

• More than 6500 Google references.