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Gravity Global has unveiled an innovative social campaign, pivoting from traditional airshow photo ops of the Profit Hunter aircraft to a comprehensive, integrated social media initiative. This campaign not only highlights the remarkable features of the aircraft but also addresses the pressing concerns of the airline industry, providing essential support and guidance during these challenging times.
Challenges
Gravity Global's research identified three primary challenges faced by airline operators:
- Navigating the impact of COVID-19.
- Generating profit in a post-COVID world.
- Meeting environmental targets as climate change becomes the foremost global priority.
The campaign's solution to these challenges focused on the benefits of the E2 next-generation aircraft. These aircraft are notably easier to fill, even in a climate of reduced passenger numbers, and they incorporate innovations that provide substantial environmental advantages. The E2 aircraft operate with lower noise levels, reduced fuel consumption, and fewer maintenance requirements, significantly cutting their carbon emission footprint.
In a market saturated with sustainability claims, Gravity Global's challenge was to establish a unique position for the Profit Hunter. The E2 Profit Hunter stands out by delivering up to a 25% reduction in fuel burn and achieving the lowest levels of carbon emissions and noise in its class. This exceptional performance allows airlines to pursue opportunities in a sustainable, profitable, and efficient manner.
Rebrand
To enhance the campaign's impact, Gravity Global developed personas for both the audience and the aircraft. The E190-E2 and E195-E2 were rebranded as the 'Profit Hunter,' a name that underscores their core proposition of being the most efficient and profitable aircraft available. This rebranding aligns perfectly with the needs of the target market, emphasizing profitability and efficiency—qualities that are increasingly crucial in the current economic climate.
The campaign's 'big idea' drew from previous successful initiatives, utilizing hand-painted predator images on the aircraft nose cones to capture attention. This time, the imagery was designed to reflect the audience personas as hunters of profit and environmental improvement, reinforcing the dual focus on financial and ecological benefits.
The campaign's latest film, 'The Tech Eagle,' exemplifies its success, quickly approaching over a million views on YouTube. This film and the broader campaign demonstrate Gravity Global's commitment to innovation and environmental responsibility, capturing the attention and admiration of the audience while solidifying the E2 Profit Hunter's position in the market.
Credits
Entry Title: The Tech Eagle
Entrant Company: Gravity Global
Winning Category: Video - Branded Content
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