How Gravity Global got Embraer's new eco-friendly aircraft flying
Gravity Global won at The Drum Awards for B2B 2022 in the Best B2B Content Marketing category for its ‘Energia’ launch campaign. Here, we find out what went into this successful work.
Gravity Global's work for Embraer brought the aerospace firm success
Last year, Embraer unveiled four concept regional aircraft powered by new propulsion technologies and renewable energy.
Gravity Global was tasked with launching this exciting program. How it was presented to a worldwide audience needed to be as bold and innovative as the concept aircraft.
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The brief
Embraer, a Brazilian company, is a world leader in the design and manufacturing of small- to mid-sized aircraft. With Covid still present, Embraer wanted to create an exciting hybrid event demonstrating its vision for the sustainable aircraft of the future. It had to be engaging enough to attract a large online audience, including customers, investors, influencers and the media.
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The idea
To achieve that goal, Gravity set out to use a live YouTube event featuring holographic displays of the aircraft to grab the attention of influencers and the press.
As well as creating the ‘Energia’ name and an eye-catching aircraft livery, the Gravity team developed a full campaign including PR, content and social, culminating in a spectacular webcast event, broadcast live from studios in Sao Paulo and London.
The launch event would increase positive brand sentiments for Embraer and push prospects toward the company's online sustainability hub.
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The results
The streamed launch event had over 250,000 views and drove 100,000 new subscribers to Embraer's YouTube channel. Audiences began to think more positively of Embraer's green credentials – with sustainability share of voice up almost 18% and 'net sentiment' for that topic increasing by 28%, to 70.8%.
"Our Energia concept aircraft are bold and viable solutions to the sustainability challenge. The delivery of the Event, the new name, the new livery and the associated marketing program had to match this boldness. Gravity executed it brilliantly. Credit must go to the whole team," said Maria Regina Cyrino Correa, global head of promotion strategy at Embraer.
This campaign was a winner at The Drum Awards for B2B 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.