The massive castings from the show started with an unexpected test: the contestants would make our Adelante jingle their own, turning it into a unanimous expression of their feelings in the Academy. The song also featured the three communication themes: the presenter's prescription, driving traffic to the www.bluebbva.com website and the joint exploitation of content. It would reach its full expression as a main theme in the official programme CD, entitled "Adelante”.

A record in terms of coverage. The volume of business grew 178%. We increased traffic to www.bluebbva.com tenfold (more than 8 million pages). More than 34,000 direct references appeared on the Internet, and on Youtube alone, more than 100,000 views of “Adelante” videos. The “Adelante” CD achieved double platinum in two weeks.