The purpose of the campaign was to create differentiation for ACCIONA’s message and vision at a time when worldwide financial uncertainty is being compounded by doubts about the soundness and viability of our entire system, leading to the need to re_think and re_view everything considered valid to date.

The concept has been transmitted very unconventionally, using different media and formats in a revolutionary way:• The use of an advertising campaign (both outdoor and in the printed media) launched in three stages, two expectation stages and a revelation stage.

• A TV campaign, supplemented with an online campaign, based on an exclusive one-day launch (2nd of November, at the time with the highest audience) later moving to the Internet, the only medium where the advert could be seen after that opening day.

An unprecedented success, reaching more than fifteen million Internet users with a volume of more than 117 million hits.• Over a million visits to the campaign microsite re.acciona.com.• More than 850,000 views on YouTube as of this date, with more than 25% of these from international users.• A coverage of more than 17 million unique users (90% of Spanish internet users).• More than 15 million views by means of online advertising and an average frequency of 4.1 hits per user.• On the social networking websites, we achieved more than 9,000 fans on Facebook and the appearance of spontaneous groups around RE_. 15,897 attended the launch event on Tuenti.