2023

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The World is a Beautiful Place

Entrant Company

Gravity Global

Category

Strategic Campaign - Brand Strategy Campaign

Client's Name

Airbus

Country / Region

United Kingdom

Experience Level

Agency

Airbus is a global pioneer in the aerospace industry, operating in the commercial aircraft, helicopters, defence and space sectors. It leads in designing, manufacturing and delivering aerospace products, services and support solutions to customers worldwide. With over 125,000 employees, and as the largest aeronautics and space company in Europe, Airbus is a true world leader. Airbus is at the forefront of the aviation and space industry. It builds the most innovative commercial aircraft, supplying around half of all commercial airliner orders, and is a key manufacturer of space technologies to support human discovery in space and help our planet. Thanks to its deep understanding of changing market needs, customer focus and technological innovation, Airbus is Pioneering sustainable aerospace for a safe and united world.

Strategy – Like all businesses in aerospace, Airbus was faced with enormous challenges caused by the COVID-19 pandemic, when demand for air travel dropped. With airlines struggling to survive, purchasing new aircraft was at the bottom of their priority list. Existing orders were being postponed or cancelled. Put simply, Airbus was facing a significant fall in sales for a prolonged period. Coupled with this was a rising sense of responsibility throughout societies – a focus on how we can all treat the world better, so that we don’t destroy it. As a result, air travel (and so aerospace companies) has been under increased scrutiny, which has resulted in ill-informed judgements on the role that the aerospace industry plays in rising CO2 emissions. So not only were people not travelling, they were demonising companies like Airbus, potentially harming their reputation. This galvanised the entire industry in creating a voice that centred around “sustainability” – with aerospace brands doing all they could to convince the world that they do have the planet’s best interests at heart.

Credits

All@GravityGlobal
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Category

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Country / Region

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