RE_ACCIONA for Acciona

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RE_ACCIONA

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Corporate Communication
Advertiser: ACCIONA
Product/Service: CORPORATE REPOSITIONING CAMPAIGN
Chief Communications Officer: Pio Cabanillas (Acciona)
Head of Media Relations: Luisa Gómez (Acciona)
Executive Director of Sustainability: Juan Ramón Silva (Acciona)
Public Relations & Communications Manager: Luis Javier Rosell (Acciona)
Managing Director: Higinio Martínez (Porter Novelli)
Associate Director/ Vice President, Gov't & NGO's: Juan Valdivia (Porter Novelli)
Account Supervisor and Social Media Manager: Pascual Drake (Porter Novelli)
Account Executive: Esther Cantero (Porter Novelli)
Account Manager/ Senior Consultant: Jorge Fernández (Porter Novelli)
Media placement: TV campaign - 3 spots - Antena 3 TV - 1 November 2009
Media placement: TV campaign - 3 spots - Telemadrid TV - 1 November 2009
Media placement: TV campaign - 1 spot - TVE - 14 December 2009
Media placement: Radio campaign - 4 cuttings - SER Channel - 26 November 2009
Media placement: Radio campaign - 2 cuttings - Punto Radio Channel - 3 December2009
Media placement: Press campaign - 3 impact - El País - 8 November 2009
Media placement: Press campaign - 2 impact - El Mundo - 3 November 2009
Media placement: Press campaign - 3 impact - Expansión - 3 November 2009
Media placement: Press campaign - 2 impact - Rolling Stone Magazine - 1 December 2009
Media placement: Press campaign - 3 impact - Cinco Días - 3 November 2009

Summary of the Campaign
When the slogan “Pioneers in Development and Sustainability” was adopted four years ago, ACCIONA put forward a new way of carrying out its activity and drawing a link between the firm and the environment. As well as a strategic shift in business direction, it committed to contributing through its activity to social wellbeing, sustainable development and value generation for its stakeholders. The Re_ campaign was a corporate repositioning strategy ACCIONA used to present itself to society as an agent capable of leading a change from the business sector towards a new economic model. Re_ was not just a statement of intent of the company’s vision and way of doing things, but also a call to action to raise public awareness and get people involved with the change. ACCIONA launched a strategy that would break traditional models of communication. The groundbreaking advertising activities rolled out by the our agency partner - which revolved around a teaser, an advertising spot and the site RE.ACCIONA - were supported by intense offline and online PR activity to amplify the repercussion of the campaign’s main goals with original activities and to help get the message across to society as a whole.

The Goal
At the PR level, the campaign goals were to achieve widespread coverage in all types of conventional media, mainly of a national scope (general press, radio and television) and to raise its profile on the Internet, principally via social networking sites, getting it mentioned and referenced on diverse blogs, webs and RSS feeds to enhance the viral nature and word-of-mouth promotion of the campaign’s advertising spot. It was also necessary to track what was being said about the campaign at all times and to analyse how Internet users took the message on board.

Results
The Re_ campaign had a big social impact and garnered extensive high-profile media coverage. In its two months’ duration (November and December 2009) it was picked up in 452 pieces of coverage (120 press, 25 television, 22 radio and 284 online media) and interviews were published in international outlets such as American.gov (North America) and Telesur (South America). In total, over 55 media outlets were given accreditation to cover the concerts in Seville and Madrid. In December the Playing for Change movement was covered by over an hour’s television in Spain. 112 comments were found on Twitter in the first week of the teaser. The Re_ profile on Facebook hit nearly 4,000 followers in a month and now stands at 9,219.

Execution
A campaign teaser was presented at the press launch. Journalists were picked up in a spectacular coach and taken to a cinema where the campaign was revealed and an exclusive press showing of the advertising spot was screened. ACCIONA decided to bring Playing for Change to Spain for the first time to play two concerts (Seville and Madrid). Five surprise mini-concerts in the street featuring well-known Spanish artists were organized to create expectation. The campaign culminated in Copenhagen. Previously, ACCIONA took a film crew to visit media outlets and seek journalists’ opinions on the matte: 28 statements were taken, in Spanish, French, English, Greek and Italian and uploaded onto the RE.ACCIONA website and projected onto the multimedia space ACCIONA set up on Kultorvertz Platz in Copenhagen. This space was not just a meeting point for the public but was an alternative workspace for media (fitted out with everything they needed).

The Situation
ACCIONA is a multinational company focused on the creation, promotion and management of infrastructures, energy and water. In recent years it has significantly changed its business model from a firm traditionally focused on infrastructures to forge a position in renewable energy, innovation and sustainable construction. This positioning and the sustainability message are also clear from the firm’s relationship with its target public, a firm commitment for communication in all its aspects. With the Re_ campaign, ACCIONA went a step further and endeavoured to make society aware of and get involved with the move towards a new economic model.

The Strategy
As well as intensive ongoing PR activity, in which all the communication stops were pulled out, i.e., press releases, photo stories, news flashes, blogs, social networking sites, press conferences, audio and video content, multimedia newsroom, interview management, etc., the Communications Plan turned on 3 main campaign goals with a specific strategy for each: - Campaign presentation. In the wake of our agency partner teaser publicity campaign, the goal was to maintain expectation and make an impact via a major presentation - Create interest around the sponsorship of the two concerts the group Playing for Change gave in Spain. To get the public involved via music with mini-concerts held in the street in the run-up to the group’s performances - International phase: Promote ACCIONA‘s presence in Copenhagen as part of the Climate Change Conference. To make journalists the stars of the campaign.