{"id":1043,"date":"2019-12-13T11:16:28","date_gmt":"2019-12-13T11:16:28","guid":{"rendered":"http:\/\/fespa.es\/news\/?p=1043"},"modified":"2020-01-20T11:56:33","modified_gmt":"2020-01-20T11:56:33","slug":"el-banco-de-carton-con-el-que-roldigital-conquisto-al-getafe-cf","status":"publish","type":"post","link":"https:\/\/fespa.es\/news\/index.php\/2019\/12\/13\/el-banco-de-carton-con-el-que-roldigital-conquisto-al-getafe-cf\/","title":{"rendered":"Los bancos de cart\u00f3n con los que Roldigital conquist\u00f3 al Getafe CF"},"content":{"rendered":"

Las emisiones de CO2 o la huella de carbono no son conceptos ajenos a ninguna empresa, ni siquiera a un equipo de f\u00fatbol. As\u00ed lo explicaron Alberto Heras, director de Marketing del Getafe Club de F\u00fatbol y Rub\u00e9n Torres, CEO de Roldigital, en la presentaci\u00f3n de su caso de \u00e9xito en el VI Congreso de FESPA Espa\u00f1a celebrado el 20 de noviembre en Madrid.<\/p>\n

\u201cYo llevo seis temporadas en el Getafe y cuando llegu\u00e9 nos planteamos el objetivo de mejorar la responsabilidad social corporativa del club\u201d, explic\u00f3 Alberto Heras. \u201cAl principio pens\u00e1bamos que nosotros, que ten\u00edamos un estadio de f\u00fatbol, no \u00e9ramos una f\u00e1brica y no ten\u00edamos chimeneas, \u00e9ramos sostenibles. Pero encargamos un estudio y vimos que no lo \u00e9ramos\u201d.<\/p>\n

Para cambiar esa situaci\u00f3n pusieron en marcha varias estrategias: la primera fue plantar \u00e1rboles en un bosque de Brasil para compensar su huella de carbono. \u201cNaciones Unidas nos dio un sello de certificaci\u00f3n de este proyecto que hemos llevado en la camiseta varias temporadas, pero este a\u00f1o no lo llevamos porque nuestros \u00e1rboles se han quemado en los incendios de la Amazonia de este verano\u201d. Aunque van a seguir invirtiendo en este bosque, no volver\u00e1n a utilizar el sello hasta que sus \u00e1rboles vuelvan a crecer.<\/p>\n

\"\"<\/a><\/p>\n

Para el segundo proyecto de sostenibilidad fue fundamental la colaboraci\u00f3n con Roldigital y particularmente con su CEO, Rub\u00e9n Torres. \u00c9l les propuso fabricar unos bancos de cart\u00f3n reciclado para colocarlos a pie de campo y que se sentaran en ellos los efectivos de la polic\u00eda, protecci\u00f3n civil o parte del staff tanto del Getafe como de los equipos visitantes. \u201cAl principio no cre\u00edamos en ellos porque los bancos est\u00e1n sobre la hierba, que puede estar h\u00fameda por la lluvia o por el riego del c\u00e9sped y no sab\u00edamos si aguantar\u00eda \u2013explic\u00f3 Alberto Heras\u2013 pero han aguantado cuatro temporadas\u201d.<\/p>\n

Adem\u00e1s, para el equipo de marketing del Getafe no solo era importante que los bancos aguantaran y no se deshicieran pese a la humedad, sino que tambi\u00e9n quer\u00edan conseguir rendimiento econ\u00f3mico de ellos. \u201cLos hemos podido monetizar utiliz\u00e1ndolos como soporte publicitario\u201d, aclar\u00f3 Heras. Varias marcas han colocado su publicidad en un forro de pl\u00e1stico reciclable que recubre cada banco y adem\u00e1s lo protege.<\/p>\n

\"\"<\/a><\/p>\n

Con estos resultados, los bancos ya no se cuestionan. Han durado cuatro temporadas y cuando se retiren, al final de esta, se les quitar\u00e1 el forro de pl\u00e1stico y se enviar\u00e1n a reciclar, ya que est\u00e1n hechos de cart\u00f3n compacto. As\u00ed se cerrar\u00e1 el c\u00edrculo del cart\u00f3n, el material que m\u00e1s se recicla en Espa\u00f1a.<\/p>\n","protected":false},"excerpt":{"rendered":"

Las emisiones de CO2 o la huella de carbono no son conceptos ajenos a ninguna empresa, ni siquiera a un equipo de f\u00fatbol. As\u00ed lo explicaron Alberto Heras, director de Marketing del Getafe Club de F\u00fatbol y Rub\u00e9n Torres, CEO de Roldigital, en la presentaci\u00f3n de su caso de \u00e9xito en el VI Congreso de…<\/p>\n","protected":false},"author":1,"featured_media":1044,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,3,8],"tags":[],"class_list":["post-1043","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-asociados","category-el-sector","category-eventos"],"yoast_head":"\nLos bancos de cart\u00f3n con los que Roldigital conquist\u00f3 al Getafe CF - FESPA Espa\u00f1a Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fespa.es\/news\/index.php\/2019\/12\/13\/el-banco-de-carton-con-el-que-roldigital-conquisto-al-getafe-cf\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Los bancos de cart\u00f3n con los que Roldigital conquist\u00f3 al Getafe CF - FESPA Espa\u00f1a Magazine\" \/>\n<meta property=\"og:description\" content=\"Las emisiones de CO2 o la huella de carbono no son conceptos ajenos a ninguna empresa, ni siquiera a un equipo de f\u00fatbol. As\u00ed lo explicaron Alberto Heras, director de Marketing del Getafe Club de F\u00fatbol y Rub\u00e9n Torres, CEO de Roldigital, en la presentaci\u00f3n de su caso de \u00e9xito en el VI Congreso de…\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fespa.es\/news\/index.php\/2019\/12\/13\/el-banco-de-carton-con-el-que-roldigital-conquisto-al-getafe-cf\/\" \/>\n<meta property=\"og:site_name\" content=\"FESPA Espa\u00f1a Magazine\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-13T11:16:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-20T11:56:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fespa.es\/news\/wp-content\/uploads\/2019\/12\/Bancos-carton-Roldigital-Getafe.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"603\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fespa.es\/news\/index.php\/2019\/12\/13\/el-banco-de-carton-con-el-que-roldigital-conquisto-al-getafe-cf\/\",\"url\":\"https:\/\/fespa.es\/news\/index.php\/2019\/12\/13\/el-banco-de-carton-con-el-que-roldigital-conquisto-al-getafe-cf\/\",\"name\":\"Los bancos de cart\u00f3n con los que Roldigital conquist\u00f3 al Getafe CF - 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