ACCIONA re_writes the rules of communication and calls on society to re_act, using an innovative strategy and ground-breaking ad formats

Re­_ is ACCIONA’s re_positioning strategy, a resounding declaration of principles that encapsulates and conceptualizes the company’s vision, its way of doing things and the way it plans to meet the many challenges that the future holds. Re_ is also a clarion call aimed at raising awareness and getting people to realize that the time has come to take an active part in tackling the long list of things that need to be done by all of us _together and right now. And Re_ is a re_volutionary way of communicating with people, one that leaves traditional advertising by the wayside.

Re_  makes use of a sweeping range of channels: there are messages on urban outside advertising media; a firm and unique bet on internet, social networking sites and new technologies; and an audiovisual featuring unbelievable special effects which will be seen once only on TV but which is totally viral via an online community. Together, they make up a ground-breaking way of re_writing and re_interpreting the rules of communication and aim at engaging citizens in a highly imaginative way.

ACCIONA is no newcomer to advertising: the company has already used every type of print media advertising in the leading newspapers and magazines; it pioneered double covers on Spain’s premier newspapers, and was the first advertiser to spread the word about sustainability via an ad campaign. Now ACCIONA breaks the mould and uses a highly-innovative ad format to call on society at large to re_flect and re_act collectively.

ACCIONA has re_written the rule book on communication and is using cutting-edge ad media and formats and a clear and supportive language to convey to society at large the company’s commitment and vision for building a better world. Its ground-breaking new ad campaign ushers in a new era for ACCIONA, with a clarion call to action and social cohesion as the way forward in the midst of prevailing uncertainty and desperation. The company stands center-stage in a campaign without precedent, one that ushers in a new era with a direct call to action and to social cohesion, the two the main ingredients of a recipe for tackling the uncertainty and desperation that prevail in these difficult times.

Re_ is a message open to one and all; it is optimistic, interpretative and universal because it uses the prefix “re”, whose meaning is “to do something again…, to grow in intensity” as opposed to the traditional and time-worn. It holds the same meaning and expresses the same attitude the world over.

Re_ takes its inspiration from the mantra of sustainability (Re_duce, Re_use, Re_cycle). But it goes one step further: Re_ is the pre-fix that precedes just about every one of the actions and initiatives that, as members of the human race, we need to undertake if we are to guarantee a future that is worth living. It is an affix which appears before the stem of 250 verbs in the Spanish language and almost 450 in Spanish.

Re_ is an attitude and a vision, but it also underscores just how much we need to realize that everything we do needs to be done collectively. The challenge facing us today is colossal and requires the combined efforts of everyone on the planet.

Re_ also signals ACCIONA’s commitment as a company: to provide water, energy and infrastructures in a sustainable way. And Re_ also reflects a team spirit shared by more than 35,000 people on five continents who all hold a firm belief in the power of innovation.

A ground-breaking campaign

The Re_ concept is conveyed in a way that breaks with convention, making revolutionary use of media and channels. The message is transmitted via:

• Public transport shelters. The urban outdoor advertising channel par excellence is used in conjunction with Spain’s premier general and business print media. The Re_ message is going out through 7,000 selected urban locations and more than 200 print media insertions in the following way:

• A Re_ teaser
• The main Re_ verbs invite the viewer to participate and reflect upon the need for change.
• ACCIONA’s Re_ attitude, philosophy and commitment. 

This multi-pronged action will get ACCIONA’s message across to 15 million people, with an average frequency of exposure to the message of at least 92 impacts. During its first two weeks the campaign went out without revealing the brand. Today, November 2, sees the start of the third phase of the campaign in which all is revealed, and featuring numerous mentions in the blogosphere, social networks and a variety of different media.

• Television.  The one-off TV spot is another example of the campaign’s highly creative use of media. It goes out on Monday November 2 during prime time on Spain’s major nationwide channels, themed channels and DTTV, as well as regional channels. And to raise the level of expectation even higher, over a number of days prior to screening of the main spot, TV audiences across Spain saw a ten-second announcement of the main spot. Thanks to this strategy, ACCIONA expects to reach nearly 30 million viewers nationwide, increasing the number of impacts five-fold.

• Internet. In consonance with the campaign’s Re_volutionary spirit, most of the actions and innovation are to be found on the internet, with a number of firsts for Spain, such as.

• A landing site (http://www.quehacemosconel.com/) aimed at creating expectation: in the first 24 hours of the campaign, it received 4,000 visits and generated more than 500 comments. The site provided a space that visitors could use to suggest ways of unblocking that part of every one of us that is resistant to change.
• A micro-site (http://re.acciona.com/)which, apart from housing the film and explaining ACCIONA’s commitment and activities,  features an ingenious three-dimensional composite of hundreds of Re_ verbs, providing a continuous update of the Re_ prefix as it appears in major media in Spain and abroad, as well as in thousands of Twitter tweets worldwide
• A public profile on Facebook: users can use the “Engagements Ads” tool to access a profile, view the film and leave their comments via a personal network of contacts.
• On the Tuenti social networking platform 5.5 million users can view the Re_ audiovisual using an innovative video tool that makes its first appearance in this platform.
• A powerful viral tool for spreading the Re_ message worldwide through GO-VIRAL, a company specializing in spreading online content via online seeding, a technique used by the world’s biggest brands for spreading their online videos. 
• An exclusive brand channel on YouTube: users can view the Re_ audiovisual and previously unpublished content  such as a “making-of” documentary  and also take a look at a number of special effects that had never been used before now by advertisers in Spain.
• ‘Vibrant Media’ technology, which locates in blogs terms beginning with “Re” and then links them with the ACCIONA spot.

Through these ground-breaking actions, ACCIONA expects to reach more than 15 million web surfers, generating more than 117 million contacts, more than half a million visits to the re-ACCIONA.com micro-site and more than a million hits on the audiovsual, thanks to the extensive use and the widespread repercussion of the numerous platforms and channels used.

But the Re_ concept goes far beyond a campaign that is bound by a specific period of time: it is a strategy and a commitment designed to convey ACCIONA’s communication and projection in the future. In consonance with the company’s international vocation, presence and leadership, ACCIONA will launch new and striking messages in Copenhagen (Denmark) during the climate change summit scheduled for December 7 – 18, and where the company will also present new formulas and content designed to strike a chord with society in a direct and intuitive way.

The Re_ campaign has been designed and developed in conjunction with the McCann Group, which has been collaborating with ACCIONA since 2005.