To develop the banner’s concept we used two paintings, Goya’s Majas (The Prado Museum, Madrid), both of which are international icons of Spanish art.

The banner becomes a game where the mouse arrow functions as a remote control for an air conditioner. When the mouse is activated, the Maja dresses or undresses. And so the secret of why the Maja is clothed and naked is also uncovered.

More than 675,420 users visited the campaign’s microsite located at Endesaonline.com.The number of calls to the customer service centre increased by a spectacular 245% from the beginning of the campaign, and increased Endesa’s market share to 17% over the previous year.