Gravity Global won the B2B category at the Drum Awards for Marketing 2021 for its “Profit Hunter” campaign for Embraer. Find out how they combined art with video and AR technology to achieve a successful image rename in a difficult year for the aviation industry.
the Embraer Gravity’s “Profit Hunter” campaign has outperformed competing aircraft manufacturers around the world.
The main goals of the campaign were to support the worldwide deployment of the all-new E195-E2; leading aviation headlines during the Paris Air Show and beyond; beat the results of the previous campaign; surpass positive brand sentiment with Boeing and Airbus; increase global reach and brand awareness by optimizing media opportunities between income paid, owned and earned with the same budget as the previous year; and to ensure that prospects visit the aircraft during the sales tour.
The team designed a global campaign that incorporated paid, owned and earned channels and events at air shows. Gravity created characters for the audience and the plane. Renaming the not particularly memorable E190-E2 and E195-E2 to “Profit Hunter” reflected the proposition (most efficient / profitable) and the needs of the target market (profit) – something even more relevant in today’s environment. .
The “big idea” was to use hand-painted natural world predators on nose cones to attract attention and reflect efficiency and profitability.
The Paris Air Show was chosen as the stage for the worldwide deployment of the all-new E195-E2 – dubbed the famous Profit Hunter – Tech Lion. The lion was chosen because of his predatory prowess and for being known as the king of the jungle, perfectly suited to the positioning of the Profit Hunter technology.
In addition to reflecting the predatory theme, the team had to highlight the new aircraft technology. He created experiences using augmented reality and virtual reality to showcase technological innovations.
The creator of the lion asked for courage because never before had the company attempted to paint an entire plane and the artist, an employee of Embraer. It was such a success that customers are now asking for their own aircraft to be painted in similar styles.
The idea was very well received, dominating the Paris Air Show, widely broadcast in the main world media, doubling the reach of the campaign and creating queues to see and be photographed with the plane.
Profit Hunter Tech Lion teaser video received over 1m Youtube views. The revealing follow-up video, featuring an animated ‘Tech Lion’ brilliantly transforming into a Profit Hunter plane has reached 1.2m views, and is now from Embraer most watched video of all time.
The team also created documentary-style films called Incredible Journeys, showing how the new Profit Hunter aircraft is opening up airlines in countries like Kazakhstan and Brazil to new routes. In addition, he created a Paris Air Show news program titled Air Sights engaging our audiences with ‘to snack’ information disseminated on Youtube and receive an average of 50,000 views per news article.
The campaign completely outperformed in all KPI:
- Reached 12 new customers and 86 aircraft orders worth $ 5 billion
- Brand mentions up 88.8% year after year
- Audience up 79.3%
- Commitment up 26% year after year
- Net sentiment + 85% monthly average for Ejects – highest net sentiment recorded of any manufacturer
- Growth as a global brand with increased impressions in all regions: Americas + 25%, Europe + 125%, Africa + 400%, Asia-Pacific + 35%
- the Azul the plane’s delivery ceremony was broadcast on Youtube and received over 250,000 live views – the very first delivery of aircraft to be broadcast live
- Covid pivot – Youtube “For a Different World” video received 325,000 views in the first two weeks
- Six episodes of Incredible Journeys – reaching 1.7 million video views
This project was a winner of the Drum Awards for Marketing 2021. Find out which Drum Awards competitions are currently open and don’t forget to visit our new interactive calendar.