Morillo Energy Rent with DANA

Starting point: Morillo Energy Rent comes to Maco&Co by recommendation from consultant Patricia Giménez (from here, thank you very much once again), after the DANA catastrophe. Valencia tries to move forward after the tragedy and the loss of more than 200 people, facing a scenario of hundreds of towns with hardly any resources. Personal and material damages are devastating, and Morillo Energy Rent, dedicated to temporary energy solutions, has dozens of generators deployed in the area that help make the daily lives of victims a little more bearable. It's a #bemacoandco company with purpose and strong marked values and always with the desire to provide support in humanitarian tasks after these climate emergency situations.

Insight: Given Morillo Energy Rent's circumstances, it's time to make the company known to the media and what its role in society has been for 70 years and three generations. To do this, we collected data for a communication campaign. They want to reach out to public opinion to make known their contribution to the cause: they were illuminating more than 70 towns affected by the storm with 24,000 kVAs thanks to their generators.

Planning: We set a strategy and action plan that allowed us to prepare an informative note under the headline: More than 24,000 kVAs have illuminated 70 towns disadvantaged by the DANA storm in Valencia which we launched to the media. We conducted exhaustive follow-up in general and local press as well as radio.

Impact: The press release has enough hook and many media are interested, but we highlight, on one hand, Onda Cero Catalunya (Lideratges), L'Econòmic (in print and online) and Tot Rubí, which conduct telephone and in-person interviews at the company's headquarters with Rosa Morillo. On the other hand, El Español requests an opinion article about the SDGs that Morillo fulfills with its service to society. Also, sector media such as Marron y Blanco, Interempresas and Movicarga echo the news.

Next steps: We propose to Morillo to bet on MacoPress, a continuous month-to-month strategy to continue being present in the minds and hearts of the media after the success achieved in the first impact worked with them.