Actualidad

Fundación VINCI Autoroutes

COMMUNICATION OF THE XI BAROMETER OF RESPONSIBLE DRIVING

Service

Leadership and corporate positioning

Automotive Industry

Responsables Lucia Casanueva, Valvanuz Serna, Fernando Pérez-Montero, Candela Gómez

Challenge

The objective of the campaign was to communicate the results of the XI Barometer of Responsible Driving of the VINCI Autoroutes Foundation, which has been preparing this report in collaboration with Ipsos for eleven years. To execute the campaign we define three communication objectives:

Raise awareness among Spanish and European drivers of the importance of good driving practices.
Identify risk behaviors and their good practices, thus contributing to a better orientation of prevention recommendations.
Generate a correct use of the vehicle for users.

The use of mobile phones, speeding, not respecting rest hours and, in general, breaking the rules at the wheel, are behaviors that directly affect accidents on the road and in the city.

Solution

The strategic communication plan carried out and executed by PROA allowed a favorable dissemination of the Barometer results, effectively collecting 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 obtain information to better understand users.

Seeking to transmit 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 expand the permeability of the campaign among the target audience.

The focus of these actions was directed both to general, national and regional media, as well as to economic and sectorial media of interest, in the written press, television and radio.

Results

The notoriety received by its presence in the media allowed the launch of the report to be a success, having obtained a diffusion of more than 23 million users.

This success has allowed the VINCI Autoroutes Foundation to continue to position itself as a benchmark at a Spanish and European level in the search for responsible, safe and ecological driving.

Innovation and Communication, the perfect tandem

The vast majority of the professional disciplines that make up the global economy have been affected in one way or another by the emergence of the Internet and its development, progressively bursting in and transforming our day-to-day work. But if there is one profession that is especially immersed in an...

Qué tener en cuenta ante una entrevista en medios ——

Aparecer en medios sigue siendo una de las principales maneras de dar a conocer una empresa o marca y llegar a un amplio público. Las formas de aparecer en ellos son variadas, mediante una nota de prensa, una entrevista, publicidad… formatos en los que varía la capacidad de control de...

Now more than ever, the SME needs a contingency plan

«We’re living this like a movie, a scary movie.» This was the beginning of one of the many announcements that have flooded the net these days and which so well reflects the uncertainty that many entrepreneurs are experiencing. And perhaps it is for this very reason, because of the fear...

There is hope for hope?

I never thought that the context in which I wrote about boards of directors in Spain was so critical, unexpected, sad, and with such an uncertain future. Therefore, what I am going to give here is my opinion, since with all humility I admit that I feel incapable of anticipating...

Un monarca discreto, preparado y con alto sentido de Estado

Aquellos que nos ha tocado representar a España, a todas sus expresiones políticas y culturales, y a sus variados intereses económicos, hemos tenido que aprender -porque no se nace con esa capacidad- a hablar -independientemente de nuestras ideas- de esas expresiones, con imparcialidad, con neutralidad en las polémicas políticas; a...

Eduardo Rodríguez Rovira —— Una pregunta al vicepresidente segundo

No logramos conocer las cifras exactas de contagiados y muertos en las residencias, distinguiendo si son de gestión pública o privada. Tenemos un problema general de transparencia, como pasa con el baile diario de la cifra oficial de fallecidos por el coronavirus, que además es inferior a la real en...

Más conversaciones, más ideas, más PROA.
Síguenos en nuestras redes.

Recibe ideas con criterio

Cada semana compartimos reflexiones, tendencias y claves sobre reputación, comunicación estratégica, asuntos públicos e innovación. Contenido pensado para profesionales que valoran la información con rigor y perspectiva.