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El 'Hola, ¿qué tal?' de Acciona a E.ON

de BALTASAR MONTAÑO, diario EL MUNDO

MADRID.- La batalla por el control de Endesa se está librado en los despachos (empresariales, políticos y jurídicos), en los mercados financieros y ahora también en la arena publicitaria y en las marquesinas. El pasado lunes, la alemana E.ON hizo su presentación formal al pueblo llano con una amigable“hola de E.on”

«Hola. Después de todo lo que habrán contado de nosotros, ¿verdad que es hora de conocernos?» que invadió los periódicos y las marquesinas de ciudades como Madrid.

Ese mismo día, la Comunidad de Madrid puso en marcha un plan para el fomento del deporte. Lo publicitó en televisión, y en el anuncio aparecía un deportista enfundado en un mono rojo, del mismo color que E.ON, con una letra “e” y un punto, que sospechosamente recuerdan a la imagen corporativa de la alemana .Por si aún no había suficientes similitudes, el anuncio terminaba con una sorprendente frase: “Una nueva energía se mueve por Madrid“. Y para rizar más el rizo, las dos caras de algunas marquesinas publicitarias de Madrid amanecieron ayer ocupadas por los mensajes de E.ON y la Comunidad de Madrid, uno en cada lado.

Pero el lío lo acaba de enredar aún más Acciona, que compite con E.ON por el control de Endesa. La constructora responde hoy en los medios a la alemana con un “Hola, ¿qué tal? En este país al extranjero le recibimos siempre con los brazos abiertos y una sonrisa”.

hola1.jpg

Enigmáticamente, el encabezado del anuncio utiliza un tipo de letra similar al “Se busca” del Oeste americano, mientras en el texto se habla de “modelos anquilosados, convencionalismos e ideas gastadas”, eso sí, sin citar nombres. Batallas publicitarias aparte, el caso es que E.ON llega con todas sus fuerzas a Madrid, y quiere demostrar su implicación con la ciudad (donde está la sede de Endesa) y España, por las fuertes críticas recibidas desde diferentes flancos porque la primera eléctrica española quede en manos alemanas.

A E.ON no se le ha ocurrido mejor forma de sellar esta implicación que negociar con el Real Madrid para convertirse en el patrocinador de la camiseta del club. E.ON compite con la catalana Gas Natural (su sede está en Barcelona) y con Acciona por Endesa, y quiere ocupar en la próxima temporada el hueco que dejará en la camiseta merengue la marca de móviles taiwanesa BenQ, que pasa por malos momentos. Según informó ayer La Sexta, su patrocinio iría ligado ineludiblemente al éxito de la OPA sobre Endesa.

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