Sector: Mobility · Transport · Rail · Travel
Project: Brand launch in Spain
Bell: The calm speed
TCG Services: Digital production · HTML5 development · Advertising layout · Brand Days · Rich media · Paid media · Programmatic advertising · Multi-format adaptation · Advertising QA
Launching a new brand is not just about creating a campaign.
There is a later, much less visible moment in which that idea has to be transformed into hundreds of pieces capable of functioning correctly across different media, devices, formats, and platforms.
And when the brand being launched is iryo, By entering one of the most important mobility markets in Spain, the margin for error is practically nonexistent.
In 2022, iryo introduced its concept to the market. “The quiet speed”, A proposal built around flexibility and a different way of understanding high-speed travel. The launch campaign was conceptually directed by Toni Segarra and Alegre Roca, in collaboration with McCann Barcelona.
While that idea was building the brand, there was another challenge:
to make it work digitally, at scale, and across major advertising environments.
That's where our work came in.
A creative approach can be perfect in a presentation.
But he still has to survive the real world.
Different resolutions.
Different ratios.
Desktop.
Mobile.
Tablets.
Publishers with different specifications.
Display formats.
Video.
HTML5.
Takeovers.
Brand Days.
Programmatic purchasing platforms.
Weight restrictions.
ClickTags.
Tracking.
Viewability.
Cross-browser compatibility.
And publication dates that cannot be changed.
Our involvement in the launch of iryo focused precisely on that layer:
Within the launch strategy, one of the most demanding formats was the Brand Days.
A Brand Day is not simply a big banner.
It is a high-impact advertising action in which different departments of a media outlet work together to temporarily transform a front page or section into an environment practically dominated by the brand.
It may simultaneously involve elements such as:
Billboard + sidebars + page takeover + megabanner + mobile formats + video + HTML5.
The technical specifications for Spanish media show precisely this combination of components and the strict limitations on dimensions, weight, behavior, HTTPS and resource consumption that must be respected.
When the user enters the media, they do not see five separate ads.
Go a coordinated brand experience.
Achieving this requires much more than just exporting several images.
Our team worked on transforming campaign materials into pieces prepared for different publishing environments.
This involved adapting and developing creative materials based on the technical specifications of each medium.
Development and adaptation of dynamic pieces capable of incorporating animations, transitions, video, interactions and different behaviors depending on the format.
It wasn't just about getting a creative idea moving.
I had to do it:
A national campaign can end up generating dozens or even hundreds of variations of the same creative concept.
Billboards.
Megabanners.
Skyscrapers.
Page snatchers.
Dual MPU.
Interstitials.
Mobile banners.
Sticky ads.
Takeovers.
Video formats.
Rich Media.
Programmatic display.
Each piece has completely different proportions.
The challenge is not just about resizing.
The composition needs to be reinterpreted.
The main message must continue to work.
The brand must remain visible.
The CTA must retain priority.
The animation must still make sense.
And everything must remain consistent with the original creative concept.
A particularly relevant part of the project was the technological preparation of the creative assets for distribution within the ecosystem of paid media and programmatic advertising.
In programmatic advertising, an advertisement has to meet a series of technical requirements that the user usually never perceives.
Tags.
Click tracking.
Impression tracking.
Dynamic URLs.
Ad servers.
DSPs.
Macros.
Maximum weights.
Reproduction policies.
Compatibility.
Responsive behavior.
Fallbacks.
Creativity needs to reach the right user, but first it needs to be technically capable of traversing that entire ecosystem.
This project perfectly represents a part of The Cloud Group that is usually less visible than our ERP, CRM, or enterprise software projects.
We also do applied engineering advertising technology.
Because behind every great digital campaign there's also software.
There is JavaScript.
HTML5.
CSS.
Tracking.
APIs.
Ad servers.
Automation.
Compatibility.
Testing.
Infrastructure.
And a huge amount of technical coordination.
In a national launch campaign, a seemingly small error can end up appearing in front of hundreds of thousands of users.
That's why QA is a fundamental part of the process.
An advertising creative is not finished when it works on the developer's computer.
It is finished when it works where it is meant to be published.
Our process included validations on different combinations of:
browsers, resolutions, devices, formats, and media specifications.
In addition to checking aspects such as:
In high-visibility campaigns, this phase is not optional.
It's part of development.
iryo began its commercial operations in Spain on November 25, 2022, Initially, in the Madrid–Zaragoza–Barcelona corridor, “Calm Speed” was the territory chosen to introduce the brand to the Spanish market and communicate flexibility as one of its main attributes.
Our role was to help transform that creative identity into digital executions capable of living in the real media ecosystem.
Do not create the concept.
To make the concept work technically where it needed to appear.
And I think that distinction is important.
Because a good campaign needs great ideas.
But it also needs teams capable of turning those ideas into working technology.
There are technological projects where success is measured by a new feature.
In advertising technology, it is often measured in a different way.
That an animation appears exactly when it should.
That a side panel fits correctly with a billboard.
That a creative responds well on mobile.
Don't let a video block a page.
That a ClickTag reports correctly.
That the weight remains within specifications.
Ensure that branding is consistent regardless of the medium.
That an activation scheduled for a specific time is ready when that time arrives.
They're just details.
Until they fail.
Then they cease to be details.
The end user will probably never know what technology exists behind a creative work they just saw.
And that is precisely the goal.
When everything is working, you should only notice the campaign.
You shouldn't notice the adaptations.
Nor the restrictions.
Nor the different sizes.
Not even the code.
Not even the tracking.
Nor the advertising infrastructure behind it.
Technology is disappearing.
And the mark remains.
The launch campaign used slow-motion footage to develop the concept of “The quiet speed”, visually contrasting speed and calm. The launch ad itself used as a metaphor a red thread being threaded through a needle while the landscape moved forward at high speed.
That identity had to remain recognizable regardless of whether it appeared in a large-format audiovisual piece or in a digital advertising creative.
That was one of the main production challenges:
to maintain the same brand experience in radically different formats.
The launch of iryo demonstrates something we continue to apply today at The Cloud Group:
Technology is also part of building a brand.
A great idea needs great execution.
And when that execution has to work simultaneously across multiple media, platforms, and devices, the boundary between advertising and software practically disappears.
Creativity.
Media.
Data.
Code.
Programmatic.
It's all part of the same experience.
These types of projects are especially interesting because they showcase another dimension of our technological capabilities.
We don't just build business platforms.
We can also work as Technology partner of agencies, marketing departments and major brands to run technically complex digital campaigns.
Rich Media.
HTML5.
Programmatic.
Landing pages.
Interactive experiences.
Integrations.
Dynamic Creative.
Creative automation.
Tracking and analytics.
Because when a campaign needs code, it stops being just advertising.
It's also engineering.
In The Cloud Group We help brands and agencies turn creative concepts into real digital experiences.
From landing pages and interactive experiences to HTML5, Rich Media, special formats, Brand Days and advertising technology for programmatic campaigns.
Creativity comes up with the idea. We make it work.
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