Renfe’s 75th anniversary
Renfe’s delay compensation model was changing and we had to communicate it.
The news was that the traveler would get the money back, regardless of the reason for the train’s delay.
This is what we did to communicate it.
Communicate to the entire country the launch of the new Collaborative Bonus without a budget for media.
Take advantage of the launch to become a media focus.
Make a celebrity the protagonist and spokesperson of the campaign.
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