The voice of the employees – Giro 2021

For the 2021 Giro d’Italia, there was another team on the field, alongside the 23 official teams of cyclists engaged in breakaways, climbs, and time trials. It was the team of specialists deployed by Enel Energia to tell the story of its bond with the stage race, a symbol of Italy’s restart, and of its long-standing sponsorship of the pink jersey. They didn’t pedal, they wrote, told stories, and communicated. It was a squad of eleven professionals from the market area who worked tirelessly to narrate this Giro d’Italia from Enel’s perspective, involving customers, employees and partners. A strong and emotional commitment, because the connection between the Giro and Enel is more than just sponsorship, it’s an affinity of values, philosophy, a shared vision of Italy and the future that deserved to be told, even more so in such a special context.

Elisa Cesetti, project owner of the initiative, and her squad mate Ilaria Bisteghi, who specializes in events and incentive programs for the sales force, tell us all about it. «We did five months of work in just one, but it was worth it», says Elisa. «This Giro was a signal of hope, we experienced it as the beginning of the end of the pandemic. At the first stage, in Turin, I had the real feeling of a true restart. It’s true, we’d been talking about it for months, but in that moment, I finally saw it as real». The work for the Giro was done in agile mode, a compact squad with real decision-making power: to use a cycling metaphor, it was a constant sprint, full of generosity and last-minute bursts of energy. «For me it was the first experience with this new way of working», says Ilaria. «I had the privilege of joining a team where we had fun while working. We achieved great results in a short time because everyone was so willing. Telling the story of the Giro, especially this symbolic Giro, really pushed us to give something extra».

In addition to the restart, there was also a special anniversary to celebrate: the 90th anniversary of the pink jersey, one of Italy’s most iconic symbols. You can truly tell the story of Italy through the champions who have worn it. And you can talk about today’s Italy through cycling: this was the digital storytelling work carried out by the squad led by Elisa Cesetti: «We chose to talk about the everyday pink jersey, with stories of real people who, in their daily lives, fall, get back up, laugh, cry, and celebrate». That’s why we love the Giro d’Italia, because each stage reminds us of our own lives, and each life challenge reminds us of a stage race: sometimes you’re in the breakaway, sometimes you’re trailing behind, sometimes you cross the finish line first. The squad chose three social heroes to represent all of this: Giorgio, a baker who has been preparing bread every night for his customers for ten years. Domitilla, a manager and mom working remotely, juggling work calls and baby bottles. Margherita, a young entrepreneur running a chain of bio and plastic-free detergent shops. Giorgio, Domitilla, and Margherita starred in three videos, each with a Giro d’Italia-style commentary dedicated to their achievements, because those early-morning or late-night sprints deserve to be celebrated just like a mountain stage. You sweat, you climb, you think you won’t make it, and then you do.

Alongside the digital storytelling, there was Enel’s physical presence at each stage. Unlike the 2020 edition, which took place in October under exceptional restrictions due to the second wave of the pandemic, this 104th edition unfolded in a more relaxed atmosphere, while still respecting all distancing rules and precautions. This allowed Enel to be there and to do it in style, with a presence at the finish village of every stage and a beautiful 1970s Airstream camper equipped with LED screens, inviting people to discover the Giro-themed promotions at the Spazio Enel. This involvement was the result of Ilaria’s logistical coordination, tirelessly managing the dispatch of posters, materials and gadgets. «After a year spent entirely online, with no physical contact, we wanted to highlight the work of our vast network of stores, both direct and partner, and tell the story of their return to normality after a difficult year». The Spazio Enel locations are the voice and face of Enel in the community, they are regularly open and welcome the public and customers. «It felt important to involve them and to use the opportunity of the physical stage presence to invite people to visit, after such a hard period for everyone». This too is the spirit of cycling, with its unique mix of individual heroism and teamwork. Life’s challenges, like great stage races, can only be won through team effort.