This is how Embraer promoted its aeronautical innovations in a world without air shows.

Gravity Global won the “Best Response to Change” category at the Drum Awards for Digital Industries 2021 with its campaign for Embraer. Here, the team behind the winning entry reveals the secrets of this successful project …

The challenge

Embraer, a Brazilian company, is a world leader in the design and manufacture of aircraft in the 70-130 seat segment (known as regional jets), competing with industry giants Boeing and Airbus and other regional challengers. .

The latest iteration of Embraer’s “Profit Hunter” campaign, “A Force of Nature”, had several goals:

  • To support the recovery of the airline industry as Covid-19 changed the future of air travel and passenger numbers

  • Leading aviation headlines on sustainability

  • Amplify how the Embraer aircraft solves future post-Covid challenges

  • Getting the technology message across to the public in imaginative ways

  • Beat the results of the previous campaign

  • Outperform Boeing and Airbus Positive Brand Sentiment

  • Increase global reach and brand awareness by maximizing media opportunities through income paid, owned and earned on a smaller budget than in previous years

  • Encourage prospects to visit the website

The strategy

Gravity research has indicated three key issues that prevent airline operators from sleeping at night:

  • How to manage the impact of Covid-19

  • How to generate profits in a post-Covid world with fewer passengers

  • How to achieve your environmental goals as climate change becomes the number one priority in the world

The solution to these challenges was to persuade airlines of the benefits of the next-generation E2 aircraft, which is much easier to fill in a lower-passenger environment and has the innovation and technology to deliver the benefits. environmental impact by operating with less noise, less fuel consumption, fewer maintenance needs, as well as a much reduced carbon footprint.

Gravity created characters for the audience and the airplane, renaming the E190-E2 and E195-E2 (not memorable) to “Profit Hunter”, reflecting the basic proposition (most efficient / profitable) and the needs of the target market (profit) – something even more relevant in today’s environment

The “big idea” of previous campaigns was to use hand-painted natural world predators on nose cones to attract attention, but this time it was to reflect audience figures as profit hunters and improvement of the environment.

Our challenge was to “own” sustainability without having the ability to visit customers or showcase the aircraft at various air shows around the world. Covid had closed everything.

The countryside

We designed an integrated branding campaign that used virtual events, viral videos, virtual and augmented reality, print, social broadcasts and social media.

The E2 Profit Hunter campaign “One Force of Nature – A Different Animal for a Different World” included:

  • Paint the nose-to-tail “Profit Hunter” plane

  • Press, online display and paid social advertising

  • Paid and organic social posts

  • Posts on Twitter, LinkedIn, Instagram, Facebook and YouTube

  • Embraer TV broadcast live on social media

  • Profit Hunter piloting VR experience

  • AR to demonstrate the technology on the plane

  • Production of a new report on market outlook – market forecast, challenges and opportunities for the next 10 years

  • Creation of a series of short films, ‘Incredible Journeys’

  • Customer events (Helvetic, Air Peace, KLM, press, online display and paid social advertising)

  • Insights for a Different World (web-series, three episodes)

  • Webinar (marketing communications around webinars, LinkedIn and email marketing campaigns, content writing)

  • All content, designs, user interface, development, hosting and management of the ECA website (

  • web page, content, advertising

  • OOH, print and digital OOH communication, for KLM, Swiss delivery

  • Social listening, monitoring and reporting

  • Social media marketing and social channel management on behalf of leaders, including community management

The results

The campaign increased reach and engagement in all regions.

Website traffic grew + 52% in Europe, + 60% in Asia, + 45% in North America and + 106% in South America.

Social following a growth rate 4x faster than Boeing, 8x faster than Airbus.

214.7% increase in social commitments.

5x growth in engagement compared to the largest player, Airbus.

Total engagement volumes + 59% higher than Airbus and + 64% higher than Boeing, although these brands have around 4 times more subscribers.

272 aircraft on firm order as of March 2021, + $ 10 billion in order value.

This project was the winner of the Drum Awards for Digital Industries 2021. Find out which Drum Awards are currently open for applications.

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