The Team sought mass media opportunities that provided Endesa with difficult values to transmit through conventional actions; they would provide the company high indices of awareness and brand memory.Endesa is Spain's leading electricity company. We sought to consolidate its position and reinforce brand leadership.2002's last trimester was decisive for Endesa because of Spain's energy market liberalisation on 1st January 2003.The proposal consisted linking Endesa to the "Operacion Triunfo" TV programme, which became an authentic social phenomenon in Spain during its first emission.