Accelerate Opportunity

As the mid-scale manufacturer in comparison to the category lead players – Boeing and Airbus – Embraer has been highly successful in carving out and dominating what is known as the regional airline segment. With its new product range, Embraer has had success in expanding its reach into larger international airlines, fulfilling a need for smaller aircraft. This has led to a more direct competitive stance against the two large manufacturing brands, necessitating a shift and strengthening of brand positioning through differentiation.

Extensive internal and external research undertaken by the agency revealed a number of underplayed brand associations and capabilies – the ability of the business to adapt and innovate, the creative engineering prowess of its people, an ‘anything’s possible’ spirit, and a humble and engaging dedication to help realise its customers’ ambitions. While much of the spirit and personality of the brand is captured at an overarching level, this nimbleness and focus on creating business opportunity for customers provided a deeper level of differentiation for Embraer.

The agency worked with Embraer’s global leadership team to develop a brand positioning platform around these key themes, that were felt to give distance from the big rivals, but resonate strongly with airline business leaders looking to their own aspirations.

Creatively we captured the positioning theme as ‘Accelerate Opportunity’ – exposing this emotional engagement with customer aspirations, and bringng them closer and quicker through the nimbleness of the Embraer response. This is a brand with human qualities reflected in a very personal, human approach – the only brand bold enough to paint its aircraft with the distinctive ‘Profit Hunter’ apex predator liveries.

We added a distinctive brand device designed to be a highly active asset within brand campaigns – an animated Accelerate Opportunity ‘ticker’ acting as a visual accelerator, able to highlight any subject or attribute, visually between the two positioning themes. Whilst just a simple device, it enables campaigns to tell broad stories, and gives a sense of dynamism and connection through an omnichannel programme.