The whole concept behind this campaign required a multi-leveled display of extravagant behaviour by the Reyes family, inviting people to discover who they were on the show's premiere episode. From TV commercials showing the first bath of their baby boy, free serenades in buses, to a wild shopping spree that included the national stadium. This integrated promotional implementation activated audiences in ways never seen before, creating an unprecedented buzz around a family that surprisingly, no one knew.

The desired effect was achieved. The whole country including the press wanted to know who the Reyes family was: 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.