Acciona Promo, Case study RE_ by McCann Madrid


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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Director Marcelo Burgos
Creative Director Juan Carlos Salas
Account Supervisor Jesus Maroto
Released October 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ACCIONA
Product/Service: ACCIONA
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Entry URL:
General Creative Director: Leandro Raposo (McCann Erickson Spain)
Executive Creative Directors: Monica Moro/Pablo Stricker/Pablo Colonnese (McCann Erickson Spain)
Executive & Online Creative Director: Hugo Olivera (McCann Erickson Spain)
Creative Director: Juan Carlos Salas (McCann Erickson Spain)
Copywriters: Virginia Mosquera/Óscar Martínez/Dan Manasés Perales (McCann Erickson Spain)
Art Directors: David Fernández/Adolfo Vallejo/Miguel Ángel García (McCann Erickson Spain)
Technical Director: Enrique Moreno (McCann Erickson Spain)
Creative Programmers: Fernando García/Diego García (McCann Erickson Spain)
Account Supervisor: Jesús Maroto (McCann Erickson Spain)
Agency Producers: Diego Mañas/Josep Roure (McCann Erickson Spain)
Director: Marcelo Burgos
Production Company: (Garlic Films)
Media placement: TELEVISION - TELECINCO TV - 01/11/2009
Media placement: CINEMAS - YELMO CINES - 01/11/2009
Media placement: OUTDOOR - OUTDOOR - 01/11/2009
Media placement: MAGAZINES AND NEWSPAPER - EL PAIS - 01/11/2009
Media placement: RADIO - PUNTO RADIO - 01/11/2009

Results and Effectiveness
An unprecedented success, reaching more than fifteen million Internet users with a volume of more than 117 million hits. • Over a million visits to the campaign microsite • More than 850,000 views on YouTube as of this date • A coverage of more than 17 million unique users (90% of Spanish internet users). • More than 15 million views by means of online advertising and an average frequency of 4.1 hits per user. In addition to these results, we must remember the more than twelve million people reached with the outdoor and printed media campaign, and the almost 30 million people reached with the TV launch.

Creative Execution
• The use of an advertising campaign launched in three stages, two expectation stages and a revelation stage. This is something that has never been done before and it had great success in raising public interest even before the launch. • A TV campaign, supplemented with an online campaign, based on an exclusive one-day launch later moving to the Internet, the only medium where the advert could be seen after that opening day. • The Internet as a key medium, in accordance with the campaign’s revolutionary spirit. With the creation of innovative elements never before used in Spain, brand new formats on YouTube, the creation of a Brandchannel, the promotion of viral dissemination by means of GoViral, the creation of a Facebook profile and, of course, the setup of a landing page • As well as the generic campaign actions, RE_ was complemented with two very special activities

Insights, Strategy & the Idea
The purpose of the campaign was to create differentiation for ACCIONA’s message and vision at a time when worldwide financial uncertainty is being compounded by doubts about the soundness and viability of our entire system, leading to the need to re_think and re_view everything considered valid to date. In that context, it was necessary to “Re_Accionar” (re-act) and launch a campaign calling for reflection and social awareness to create a shared sense of responsibility for the future. And we found that, counterbalancing the countless obstacles, mistakes, defunct systems, pessimism, etc., by placing a “re” in front of anything we can emphasise “return to, redo, start anew, change, re-focus,”etc., and call for a “re-birth” of our understanding of business and the socioeconomic structures of the twenty-first century.