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Embraer Executive Jets is a relative newcomer to a market dominated by US stalwarts. MBA’s task was to position Embraer as the technologically advanced challenger globally, building a brand that can compete in international markets, bringing in some of the raw emotional power of the product.
MBA’s work focuses around the central brand proposition – For the journey. An expression that reflects both the literal journey, as well as life’s journey. While private jets are seen as more of a business tool in the States, MBA need to reflect the ‘status’ symbol perceived in emerging Asian markets.
The launch of the Legacy 500 centred around an epic mini-film shot in the style of a Hollywood blockbuster, featuring the brand ambassador, Jackie Chan, as a mysterious CEO trying to get his hands on the latest technology. He was chosen not least because of his appeal in his native China, where we amplified the campaign greatly using social media and the website.
To drive potential customers to find out more about the Legacy 500, MBA extended the launch campaign into a range of targeted media spaces. MBA’s press executions used a special media buy to gain cut through, with the jet quite literally appearing to cut through the page, with over 70 different ads running in 50 different territories.
Embraer now has the fastest growing market share in the sector and has the world’s two best-selling jets.
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