Milan, July 3, 2024 – The summer communication campaign of Imaway the online travel insurance company of IMA Italia Assistance, created in collaboration with the Spada Media Group agency. The new creative campaign will be active from July 1 until July 28, and will be launched in Milan through a structured media plan that mainly includes out-of-home adv at strategic points in the city by exploiting ledwalls, medium formats, metro interiors and full-wrap streetcars for widespread distribution and visible to a cross-section of audiences that move and experience urban spaces. Added to this are social, digital and video adv.
This campaign draws a significant mark in strengthening the brand’s presence in the market and communicating the mission of proximity and support to all travelers. “Tuttokay ho Imaway” is the new claim that is based precisely on the assonance between name and key message to convey security and peace of mind to anyone preparing to set off on new adventures. “Tuttokay ho Imaway” is a multi-subject copy-ad campaign that illustrates some problematic situations that can occur while traveling: for each of them, Imaway insurance is always the answer! The creative leverages a youthful and humorous tone of voice that, by playing with words, aims to capture attention and strengthen the bond between the brand and its customers. Thus, the importance of protecting oneself with reliable coverage, capable of offering quick and efficient solutions in case of unforeseen events allowing travelers to fully enjoy every experience with complete peace of mind, is emphasized. Fundamental then in the new communication designed by the agency team for Imaway is precisely the concept of freedom in traveling safely, which remains a constant within all the various declinations of the communication.
“We are excited to launch this campaign at a time when the desire to travel and discover the world is stronger than ever. – said Paola Bianchi – Chief Marketing & Commercial Officer of IMA Italia Assistance – The concept we have chosen fully expresses the values of customer care and dynamism that inspire our everyday work and effectively represents the problem solving ability that has always distinguished us.”
“The collaboration with Imaway in this creative journey we believe represents an important success. In particular, we worked together creating a campaign capable of engaging the traveling public in an innovative way by emphasizing the strong link between the brand and a concrete need. – commented Lara Ricciotti, ceo and co-founder of the agency Spada Media Group – I would like to thank the client for trusting us and the whole team for their courage in experimentation and energy. “
CREDITS Spada Media Group:
Creative Director: Stefano Fantini
Art Director/AI Specialist: Francesco De Tommaso
Creative Designer: Federica Saini
Copywriter: Mario Remoto
Graphic Designer: Lidia Verello
Post Production: Serena Perrotta
Media Specialist: Francesca Sardena
Senior Account Manager: Ilaria Mutti
Sales Manager: Alvise Menegazzo
CREDITS IMA Italy Assistance:
Chief Marketing & Commercial Officer: Paola Bianchi
Marketing & E-commerce Manager: Mirko Cosentino
Marketing & Communication Specialist: Paolo Gargiulo
