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 review everything considered valid to date.In that context, it was necessary to “Re_Accionar” (re-act) and launch a campaign calling for reflection and social awareness to create a shared sense of responsibility for the future. And we found that, counterbalancing the countless obstacles, mistakes, defunct systems, pessimism, etc., by placing a “re” in front of anything we can emphasize “return to, redo, start anew, change, re-focus,”etc., and call for a “re-birth” of our understanding of business and the socioeconomic structures of the twenty-first century.

• The use of an advertising campaign (both outdoor and in the printed media) launched in three stages, two expectation stages and a revelation stage. This is something that has never been done before and it had great success in raising public interest even before the launch.• A TV campaign, based on an exclusive one-day launch (2nd of November, at the time with the highest audience) later moving to the Internet.• The Internet as a key medium, in accordance with the campaign’s revolutionary spirit. With the creation of innovative elements never before used in Spain, brand new formats on YouTube, the creation of a Brandchannel, the promotion of viral dissemination by means of GoViral, the creation of a Facebook profile and, of course, the setup of a landing page www.acciona.es..• As well as the generic campaign actions, RE_ was complemented with two very special activities

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.• And at Copenhagen, we became a voice and barometer for the man and woman in the street, achieving, the participation of more than 700,000 Internet users from 95 different countries on the special campaign microsite.In addition to these results, we must remember the more than twelve million people reached with the outdoor and printed media campaign, and the almost 30 million people reached with the TV launch.