REA • Risorse Ambientali

Connecting a company with its audience through an omnichannel strategy

Zaki > Case studies > REA • Risorse Ambientali

REA • Risorse Ambientali

A new corporate identity and a new communication approach to improve REA’s brand image among its target audiences.

Skills
Content creation
Digital product design
Integrated marketing
Marketing analysis
Strategic branding

Services
Brand stragegy
Brand design
Content strategy
Content production
UX/UI design
Social media campaign
Community management
Press campaign and outdoor advertising

Year
2020 - Ongoing

Website

A new corporate identity and a new communication approach to improve REA’s brand image among its target audiences.

When we began our work for REA spa, the company had a clear vision. Also in light of the upcoming launch of door-to-door waste collection, it felt the need to evolve its relationship with citizens, making them more aware of the implications connected to the separate disposal of different household waste materials. Above all, it understood that in order to achieve its goals, it first had to improve its brand image among all its target audiences.

We tackled this task by proposing a multi-level, omnichannel project that—starting from a radical rebranding and the creation of new contents—allowed us to transform the perception of REA into that of a fresh, dynamic, proactive company. A true “guardian angel”—capable of communicating openly and building positive relationships with its stakeholders—an environmentally responsible company that safeguards the environment, public health, and the interests of its territory.

Website

The client

Part of the Retiambiente Group, REA spa manages the collection, transport, and recovery of urban waste in the municipalities of Rosignano and Collesalvetti, in the province of Livorno. In addition to keeping the area clean, REA is actively committed to raising awareness among citizens and local communities in order to minimize the environmental impact of urban waste management.

Within its areas of responsibility, REA provides the following services:

collection, transport, recovery, and disposal of municipal solid waste;
street cleaning and emptying of litter bins for urban decorum;
home collection of bulky waste, pruning waste, and WEEE for affiliated municipalities;
management of collection centers;
beach cleaning;
environmental education activities.

The challenge

Tight timelines, a strongly tourism-driven area, and the heterogeneity of the target audiences were the major critical factors of this communication project—especially considering the high number of contents and communication tools to be produced, and the many corporate touchpoints to be managed, both online and offline.

Goals:

Improve REA’s brand image in the perception of all stakeholders, in order to build a closer, collaborative relationship between citizens and the company.

The solutions

Transforming the perception of a company within a short time frame is never easy. Fortunately, thanks to the relationship of trust that was established, REA proved to be the dynamic company it promised to be and supported us greatly. In this way, through an omnichannel marketing approach, we were able to redesign and deliver everything set out in the communication plan agreed with the client:

Corporate rebranding and redesign of all communication tools to make them consistent with the new corporate TOV;
Design and launch of the new REA website, conceived to maximize the simplification of the user experience from both a UX and UI perspective;
Production of all the new contents (text, photo, and video) needed to support communication activities;
Creation of a campaign on the importance of separate waste collection as a means to recover raw materials;
Creation of a door-to-door collection campaign conveying a simple, transversal, cross-media message capable of sparking interest while remaining clear and understandable for all targets, including foreign tourists.
Kick-off of a more dynamic and timely social communication management.

Le campagne

Developed after a careful analysis and based on the definition of the main targets, the multi-subject awareness campaign “Differenzia con la testa!” was designed to encourage—lightly yet directly—the necessary sense of responsibility in every citizen, in order to achieve high-quality door-to-door separate waste collection. The different targets were represented by as many subjects (a boy, a little girl, a working woman, someone over 70), each portrayed with a specific type of waste on their head. A direct visual, supported by a coordinated communication format, able to work effectively with the copy and convey a message that is as simple as it is impactful. The campaign was rolled out online and offline across all channels, all touchpoints, and throughout all the municipalities served by REA. Social, outdoor advertising, press campaigns, folders, disposal calendars, information materials for collection centers, guides for disposal in household bins, etc.—everything was coordinated to ensure users had a tangible, consistent, and complete experience. Of particular importance was the creation of a series of animated videos dedicated to education and promotion of door-to-door collection.

Even simpler in language, yet no less effective, the “Da rifiuti a risorse” campaign highlighted the importance of recovering and recycling waste for the production of eco-friendly raw materials. Also delivered both online and offline, it was supported by an outdoor advertising campaign across all the municipalities where REA operates. The campaign was followed by various targeted communication actions, including a highly successful gamebook aimed at primary school children.

Results

Although the percentage figures for separate waste collection in 2022 have not yet been published, we can already say that the campaigns generated a significant qualitative improvement in sorting across a large share of the municipalities involved and, above all, they brought citizens closer to the company as requested—achieving levels of engagement and social interaction never seen before.

Below are the figures from the last year: