The Profit Hunter campaign ‘A force with nature' provided content across all platforms to satisfy what can only be described as an insatiable appetite for thought leadership in unprecedented circumstances. The campaign adapted quickly from previous go to market campaigns to fit the new reality of Covid and in so doing outperformed not only all previous campaigns but all other manufacturers campaigns including the giants, Boeing and Airbus.

Objectives

To support the recovery of the airline industry as Covid 19 changes the future of air travel and passenger numbers.

Lead the aviation headlines on sustainability.

Amplify how Embraer aircraft solve future challenges post covid.

Land the tech message with audiences in an imaginative way.

Beat previous campaign results.

Outperform Positive Brand Sentiment with Boeing and Airbus.

Increase global reach and brand awareness by maximizing media opportunities across paid, owned and earned on a smaller budget than previous

We created personas for the audience and the aircraft. Renaming the E190-E2 and E195-E2 (not memorable) as the ‘Profit Hunter’ reflecting the core proposition (most efficient/profitable) and the target market’s needs (profit) – something even more relevant in the current environment. The ‘big idea’ extended from previous campaigns was to use predators from the natural world on nose cones of aircraft to attract attention but this time it needed to be in the virtual world to reflect the audience personas as hunters of profit and environmental improvement. Our challenge was to ‘own’ sustainability without having the ability to visit customers or showcase the aircraft at the various airshows around the world. Covid had closed it all down. The solution was to create an Embraer digital destination and fly people across the internet to e2sustainability.com using predominantly video content to drive traffic.

Create a go-to-market campaign that pivoted from a concentration on physical events to virtual events: webinars, viral video, VR and AR, print, social casts, social media, thought leadership content, PR, email marketing and web experiences.

Our research indicated three key issues keeping airline operators awake at night.

How to navigate the impact of Covid-19.

How to generate profit in a post covid world with reduced passenger numbers.

How to deliver on their environmental targets as climate change becomes the world’s number one priority.

The solution to these challenges involved persuading airlines of the benefits of the E2 next generation aircraft that are a lot easier to fill in an environment of lower passenger numbers and has the innovation and technology to deliver significant environmental benefits by operating with lower noise, less fuel burn delivering a much reduced carbon emission footprint.

Target Audience

The C-suite, operators of 70 airlines

Creating predator animations of the ‘Profit Hunter’ aircraft.

Press, online display and paid social advertising.

Paid and organic social posts.

Twitter, LinkedIn,Instagram, Facebook and YouTube posts.

Embraer TV streamed live on social media.

VR experience of flying the Profit Hunter.

AR to demonstrate the technology on the aircraft.

Produced a new Market Outlook report – Market forecast, challenges and opportunities for the next 10 years.

Created a short film series: ‘Incredible Journeys.’

Customer events. Helvetic, Air Peace, KLM – Press, online display and paid social advertising.

Insights for a Different World episodes – web series.

Marketing communications around webinars, LinkedIn campaigns and email marketing, content writing. Planning and supporting across all webinars.

All content, designs, UI, development, hosting and management of the ECA website – www.embraercommercialaviation.com

e2sustainability.com web page, content, advertising

OOH – print and digital OOH communications

Social listening and monitoring and reporting

Social media marketing

Results:

Fame:

Increased reach and engagement across all regions:

163% increase in brand reach 107% increase in SoV

85% increase in E-Jets brand mentions

Website traffic:

Europe +52%

Africa +77%

Asia up +60%

North America +45%

South America +106%

Admiration:

Social following growth rate 4X faster than Boeing 8x faster than Airbus

214.7% increase in social engagements

5x growth in engagement over largest player – Airbus

Total engagement volumes +59% higher than Airbus and +64% higher than Boeing despite these brands

having circa 4X the number of followers.

Belief:

Now famously known as

‘The Profit Hunter’ by customers and journalists alike alongside the proposition of the world’s most efficient single aisle aircraft.

272 aircraft on firm order as at Spring 2021

+$10Bn in order value.