Euskara IrrIKA

IKA Euskaltegia has been using a communicative approach to teaching the Basque language for more than 30 years.

We were given a challenge: to create a new advertising style to raise brand awareness and increase student enrolments.

We started with a positive, everyday gesture: a smile. We came up with a play on words as our advertising slogan: “Euskara irrIKA – Learn Basque with a smile”. An emotion that invites people to embrace the Basque language and start or continue learning it.

We developed a global campaign using different media in the city of Vitoria-Gasteiz: commercials, radio spots, outdoor advertising and social media, among others.

For the radio spot, we worked on fun sounds that combined the theme of the campaign with the play on words we had created: jauzIKA for the sound of a frog, irrintzIKA for the Basque cry and, finally, irrIKA for the smile that gave meaning to the campaign.

A highly distinctive audio clip thanks to its original and characteristic sounds which caught the attention of radio listeners.

As a result, we succeeded in transforming the style and tone of IKA Euskaltegiak's communication and advertising, achieving a significant improvement in enrolment data.

Without losing sight of the corporate identity, we managed to raise awareness of the brand in the city of Vitoria-Gasteiz.