When the slogan “Pioneers in Development and Sustainability” was adopted four years ago, ACCIONA put forward a new way of carrying out its activity and drawing a link between the firm and the environment. As well as a strategic shift in business direction, it committed to contributing through its activity to social wellbeing, sustainable development and value generation for its stakeholders. The Re_ campaign was a corporate repositioning strategy ACCIONA used to present itself to society as an agent capable of leading a change from the business sector towards a new economic model. Re_ was not just a statement of intent of the company’s vision and way of doing things, but also a call to action to raise public awareness and get people involved with the change. ACCIONA launched a strategy that would break traditional models of communication. The groundbreaking advertising activities rolled out by the our agency partner - which revolved around a teaser, an advertising spot and the site RE.ACCIONA - were supported by intense offline and online PR activity to amplify the repercussion of the campaign’s main goals with original activities and to help get the message across to society as a whole.

A campaign teaser was presented at the press launch. Journalists were picked up in a spectacular coach and taken to a cinema where the campaign was revealed and an exclusive press showing of the advertising spot was screened. ACCIONA decided to bring Playing for Change to Spain for the first time to play two concerts (Seville and Madrid). Five surprise mini-concerts in the street featuring well-known Spanish artists were organized to create expectation.

The campaign culminated in Copenhagen. Previously, ACCIONA took a film crew to visit media outlets and seek journalists’ opinions on the matte: 28 statements were taken, in Spanish, French, English, Greek and Italian and uploaded onto the RE.ACCIONA website and projected onto the multimedia space ACCIONA set up on Kultorvertz Platz in Copenhagen. This space was not just a meeting point for the public but was an alternative workspace for media (fitted out with everything they needed).

The Re_ campaign had a big social impact and garnered extensive high-profile media coverage. In its two months’ duration (November and December 2009) it was picked up in 452 pieces of coverage (120 press, 25 television, 22 radio and 284 online media) and interviews were published in international outlets such as American.gov (North America) and Telesur (South America). In total, over 55 media outlets were given accreditation to cover the concerts in Seville and Madrid. In December the Playing for Change movement was covered by over an hour’s television in Spain. 112 comments were found on Twitter in the first week of the teaser. The Re_ profile on Facebook hit nearly 4,000 followers in a month and now stands at 9,219.