2024

The Tech Eagle

Entrant Company

Gravity Global

Category

Video - Sustainability & Environment

Client's Name

Embraer Commercial Aviation

Country / Region

United Kingdom

Objectives

To create a new livery for the E2 Profit Hunter aircraft that reflected Embraer’s focus on sustainability and innovation, while demonstrating Embraer’s ability to continually surprise the market.

- Objectives
- Bring to the attention of a global audience the sustainability, efficiencies performance, and comfort of the E2 Profit Hunter family of aircraft
- Elevate the Embraer Commercial Aviation brand and ensure the E2 Profit Hunter is the main talking point and headline news at major air shows and events
- Generate awareness of a new Profit Hunter livery among aviation influencers, C-suite and general aviation enthusiasts

Strategy

Worldwide, airlines are looking to modernise fleets with next-generation, fuel efficient aircraft. Embraer’s E2 Profit Hunter aircraft offer a 25% reduction in fuel burn and carbon emissions, and drive new levels of airline profitability. The challenge is to land claims of competitive advantage against rivals Boeing and Airbus, who claim reference performance for their own products.

Research has demonstrated both emotional resonance and ability to capture market attention through the use of the Profit Hunter ‘brand personas’ created as Distinctive Brand Assets (DBA). A portfolio of these assets has been created as aircraft liveries, physical and digital, representing apex predators, such a the lion, shark and snow leopard.

The solution was to create a digital-first livery, to represent the brand’s forward-looking innovative qualities. And a shift from ‘true-to-life’ imagery to a ‘Transformer’ style animated brand asset allowing a more dynamic, technology-based story telling with the asset at the core. Use of an eagle persona builds associations with efficiency of flight, quietness, and adaptability - reflecting product qualities.

This new ‘Tech Eagle’ campaign was launched at the 2023 Dubai Airshow as an animated digital film, the core campaign asset, delivered across social and OOH digital platforms, with physical livery applied to aircraft, maximizing impact in the show environment. The Tech Eagle transformer is a 3D animated model of the eagle transforming into the E2 aircraft,

 
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