The Sound of Flight

This industry-first Sound of Flight campaign brought three GE Aerospace engines to life in 360° spatial sound technology, hosted on YouTube and Spotify, and amplified across social media to increase brand awareness and share of voice versus competitors.
There were three audio clips for the GEnx Jet Engine—acceleration, cruise, and deceleration—and one each for the CFM Leap and Passport engines. All were accompanied by equalizer audio visualizer videos. The campaign targeted aviation fans and senior industry professionals in engineering, operations, business development, sales, managerial, and C-Suite roles.
Sound of Flight:
Impressions totalled 73,700,000
Achieved 54,960,113 video plays
High 60% view rate
1,691,316 full video plays
13,223,440 engagements
There was exceptional performance across channels:
LinkedIn view rates at 39%, over three times the average benchmark of 12%
Instagram video Thruplay rate of 5% and click-thru rate (CTR) of 1%, compared to the global average of 0.22–0.88% CTR
Strong content resonance and effective campaign targeting resulted in 73,721,450 impressions and a cost per engagement (CPE) of $0.50 on a relatively small paid/boosting budget of $23.6K between February and November 2023 (10 months).
Innovation, exceptional results, integrated production, and the standout nature of Sound of Flight all make this a worthy award winner.