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Brazil is famous for its football, the world’s largest carnival in Rio, the amazing statue of Christ the Redeemer, its passion, and many other things but few realise it’s also home to the third largest aircraft manufacturer in the world – Embraer.

Gravity was appointed to change this lack of awareness of Embraer and to elevate the brand to be the most admired challenger brand in the commercial aviation sector – at a time when Embraer was about to launch a new family of aircraft including the biggest aircraft ever built in Brazil.

Our recommendations required a complete change of mindset for the business. To move from its shy and understated personality to one that reflected the truth about the organisation and its courageous achievements.

A full brand development programme was undertaken and culminated in an integrated cross-channel campaign
that achieved 624% increase in share of audience, and a 257% increase share of voice and 84.6% new visitors to
the website.

It also included some new firsts for the industry, a live TV show that received over 320,000 views in the first week, and an artist painting the aircraft in the persona of its audience that went viral.