IAKI won the advertising project for Amadeus, a global leader in technology and services for the travel industry, expert in IT Consulting & Solutions. A project with an international flavor, which involved the agency from strategy, creative design, through construction and execution. Franco Lualdi, General Manager of IAKI, outlines the most important aspects of the project.

What were the client’s objectives?

The definition of a  communication positioning driven to information technology, generating new leads and creating greater awareness among the target audience.

How did IAKI tackled this?

We have developed a full round advertising project; an impactful creativity matching the international brand guidelines. But we did not stop there of course. In IAKI we have this bad habit, to go further and further to customer engagement!

Full round advertising, what do you mean?

We started from the definition of a communication strategy that responded pragmatically to the needs of the client. We studied Amadeus’ background, then we have outlined some keywords on which we have designed the full project. Intimacy, flexibility and simplicity. These have been our pillars, that have led us to the construction of a visual and conceptual language that was first of all intimate, at that the same level of the communication target, and that expressed Amadeus’ end benefits in a transparent and direct way. And this is just the first step in a much larger communication architecture.

Have you employed other media to generate customer engagement?

First we started from the print campaign, which has been adapted in all the other countries of the group, and then disseminated internationally. Not tired yet, we have created the message on different media, interpreting the spirit of everyone, and redesigning the communication on different spaces. From the copy on paper to the screams of the radio: we made the a 20″ radio commercial “confident that all travels for the best”, planned on the major national broadcasters, and then we did the online adaptation of all the communication. It is not part of the DNA of IAKI to think only of simple adaptations. Instead it is part of our way of doing things to interpret the spirit of every medium, taking into account the fact that some are interactive, others are not. To use a joke “there are different emotional involvement.”