We took advantage of a special circumstance: Jose Antonio Maldonado's retirement. He is the most famous weatherman in Spain, who has also been the weather icon of CEPSA's main competitor: Repsol. After years forecasting hot weather with enthusiasm, he confesses he is a winter lover and prescribes Cepsa´s products.

In case clients missed watching Maldonado, we sent a special flat mailing: A vinyl sticker, the size of a standard TV, so they could place Maldonado over the new weatherman. A booklet with Cepsa´s advantages introduces a microsite where Maldonado gives tips on energy savings and tells his anecdotes.

Response % (sales): Active administrators: 95.5%; 114%/obj Inactive Administrators: 17.5%; 112%/obj Building Neighbor President: 91.2%; 114%/obj Hotels, Schools and Businesses: 74.1%; 121%/obj Apartments: 62.8%; 98%/obj Consumer Increase: Active administrators: 12.6%; 131%/obj Inactive Administrators: 11.1%; 127%/obj Building Neighbor President: 10.5%; 110%/obj Hotels, Schools and Businesses: 14.8%; 131%/obj Apartments: 8.5%; 131%/obj Microsite visits: 14,630 Managed to increase sales by 14% and gain a large part of the first orders of the season.Because of the concept, the campaign had a great impact and gained widespread notoriety. It considerably increased the recognition and positioning developed by Cepsa.