{"id":32303,"date":"2021-06-02T12:33:39","date_gmt":"2021-06-02T10:33:39","guid":{"rendered":"https:\/\/proacomunicacion.es\/?p=32303"},"modified":"2024-01-15T13:07:08","modified_gmt":"2024-01-15T13:07:08","slug":"vinci-autoroutes-foundation","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/fundacion-vinci-autoroutes\/","title":{"rendered":"VINCI Autoroutes Foundation"},"content":{"rendered":"

COMMUNICATION FROM THE XI RESPONSIBLE DRIVING BAROMETER<\/p>\n

Service Leadership and corporate positioning<\/a><\/span><\/div>\n
Automotive Sector<\/span><\/div>\n
<\/div>\n
Responsible <\/span>Lucia Casanueva<\/a>, Valvanuz Serna<\/a>, Fernando P\u00e9rez-Montero, Candela G\u00f3mez<\/div>\n

Challenge<\/h3>\n

The objective of the campaign was to communicate the results of the XI Responsible Driving Barometer of the VINCI Autoroutes Foundation, which has been producing this report for eleven years in collaboration with Ipsos. To implement the campaign, we defined three communication objectives:<\/p>\n

    \n
  • Raise awareness among Spanish and European drivers of the importance of good driving practices.<\/li>\n
  • Identify risk behaviours and good practices of risk behaviours, thus contributing to a better targeting of prevention recommendations.<\/li>\n
  • Generate a correct use of the vehicle for the users.<\/li>\n<\/ul>\n

    The use of mobile phones, speeding, not respecting rest hours and, in general, breaking the rules at the wheel are behaviours that have a direct impact on accidents on the road and in the city.<\/p>\n

    Solution<\/h3>\n

    The strategic communication plan developed and implemented by PROA allowed for a favourable dissemination of the results of the Barometer, effectively reflecting the position and values of the VINCI Autoroutes Foundation through the use of three levers: making the study public, positioning the Foundation as an expert in driving practices, and obtaining information to better understand the users.<\/p>\n

    Seeking to convey the key messages through positive formats and with an ambitious information strategy, the use of different and innovative communication tools, such as infographics and visual materials adapted to each medium, allowed to broaden the permeability of the campaign among the target audience.<\/p>\n

    The focus of these actions was on general, national and regional media, as well as economic and sectoral media of interest, in the written press, television and radio.<\/p>\n

    Results<\/h3>\n

    The notoriety received from its media presence made the launch of the report a success with a circulation of more than 23 million users.<\/p>\n

    This success has enabled the VINCI Autoroutes Foundation to continue to position itself as a benchmark in Spain and Europe in the quest for responsible, safe and environmentally friendly driving.<\/p>","protected":false},"excerpt":{"rendered":"

    COMUNICACI\u00d3N DEL XI BAR\u00d3METRO DE LA CONDUCCI\u00d3N RESPONSABLE Servicio Liderazgo y posicionamiento corporativo Sector Automoci\u00f3n Responsables Lucia Casanueva, Valvanuz Serna, Fernando P\u00e9rez-Montero, Candela G\u00f3mez Desaf\u00edo El objetivo de la campa\u00f1a fue comunicar los resultados del XI Bar\u00f3metro de la Conducci\u00f3n Responsable de la Fundaci\u00f3n VINCI Autoroutes, la cual elabora desde hace once a\u00f1os este informe […]<\/p>\n","protected":false},"author":28,"featured_media":34485,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[381],"class_list":["post-32303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad-proa","tag-liderazgo-y-posicionamiento-corporativo"],"yoast_head":"\nCasos de \u00c9xito - Liderazgo y posicionamiento corporativo Fundaci\u00f3n VINCI Autoroutes<\/title>\n<meta name=\"description\" content=\"Casos de \u00e9xito de PROA Comunicaci\u00f3n, consultora de comunicaci\u00f3n corporativa. 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