Accelerate [Sustainability] 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.
Objectives
The task was to strategically establish, and bring to life, a clear and differentiating positioning for Embraer in the Commercial aviation market – addressing the airline industry – that sits within the ‘We live for the challenge’ ethos of their overarching ‘group’ brand.

Establishing ownable competitive territory against the main rivals – Boeing and Airbus
Identifying that key differentiator distinguishing Embraer and influencing purchase decisions in the long-term buying cycle (typically 3-8 years), which has relevance to all global markets.
Through the positioning, enable dynamic storytelling that adapts to a sector undergoing change.
Build a brand campaign platform that live for the long term and shift between themes to reflect the brand and remain relevant for comms activity right through the funnel, brand to demand.