By changing the name and logo of the broadcaster to “ReyesCN” we showed consumers that the mysterious Reyes family was truly rich and eccentric. On the other hand, the huge frequency obtained by the usual exposure that any broadcasters brand has, in this case “ReyesCN” meant unbelievable reach and frequency levels at zero cost.

1. Name activity provided free exposure and skyrocketed frequency. 2. Bedtime spots at no extra cost had 20% more viewers.

3. RCN´s rating increased 190%, from 7 to 21 points, a historical record.4. RCN became audience leader - 60% share.

5. Press coverage multiplied by 20 the money invested.