Nuova comunicazione ERG: qualcosa di molto personale

Dalla scorsa settimana si vedono in giro per Roma le affissioni di Erg Petroli relative alla comunicazione di una nuova promessa di valore legata a una campagna di totale rinnovamento della rete. Personaggio centrale del progetto di comunicazione è la figura del gestore.

A diverse zone corrispondono differenti volti a seconda del distributore più vicino. Persone comuni che ogni giorno si danno da fare per la propria famiglia che si vedono stampate su cartelloni pubblicitari come testimonial d'eccezioni. Molti sono i passanti che riconoscono le facce che quasi quotidianamente li servono alle pompe ed è chiaro lo stupore. Trovo sia un'ottimo sistema per diffondere la fiducia nella nuova veste del marchio ed inoltre tende a motivare tutti quei dipendenti che non hanno mai riscosso tanta popolarità dal lavoro che svolgono.

Questo stile comunicativo è stato utilizzato tra i primi da Banca San Paolo con notevole successo e credo sia la strada giusta per una multinazionale per avere una visione globale ma con un tocco locale, addirittura all'interno del quartiere.

Complimenti all'agenzia Adart ed al team creativo guidato da Claudio Mantegazza.

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