Cloud Planet
Reimagining the corporate whitepaper to introduce the strategic partnership.
Client:
Amadeus
Service:
Engagement
Design
1
In 2021, Amadeus decided to move more than 400 high-performance applications from its data centers to the Microsoft Azure cloud. __
This move is the single greatest technology transformation in Amadeus’s history. The change directly affected the whole range of stakeholders: current and future clients, contractors, and employees from junior software developers to C-level executives. Amadeus needed to reach them all.
2
How can we make the whitepaper about Amadeus and Microsoft partnership appealing to wide audiences?
As an industry standard, these kinds of technological projects are communicated through whitepapers. ██ The problem is that technical whitepapers, written in an academic style, read like a dry manual, and are meant for professionals with specific knowledge.
3
Cloud Planet - a new space for innovation.
We turned a boring corporate whitepaper into a colorful travel guidebook, which takes readers to a new place where the potential of the Cloud can be explored. ___
Furthermore, reading the whitepaper becomes a journey by itself. Using visual storytelling, each chapter of the guidebook represents a different aspect of ‘Cloud Planet’ that is linked to a specific topic of Amadeus-Microsoft’s partnership and the exciting future vision of the travel industry.
’Cloud Planet’ became a visual metaphor for the new innovation space. A story that captures the imagination, at the same time delivering information to the reader.
Results:
The first announcement about Amadeus-Microsoft’s partnership was made at the ‘World Aviation Festival’ on the 1st of December 2021 in London. Following this, a communication campaign was implemented through various Amadeus-owned and shared channels, in combination with an effort to engage relevant media and targeted social media ad campaigns. ___
Numbers:
70+ pieces of coverage globally
256M+ traditional media reach
50% more content downloads
3x more website visits
2000+ employee shares
