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CHALLENGE: These jets were not built yet so a customer could not see, touch or fly one prior to buying. Because this was a new category, HNW (high net worth) early adopters who were owners of prop planes and passionate flight enthusiasts were our target.
STRATEGY: My idea was to make everything as experiential and exciting as possible— "put" them in a jet in every way possible. Sell the excitement and experience of owning a personal jet over a propeller plane.
RESULTS: >Doubled jet presales goals
>Broke click-through records for banners on Forbes.com
>Broke click-through records for banners on Forbes.com
>Doubled the traffic at air shows
>Sales could not keep up with incoming leads from digital and print marketing
Our logo was a graphic take on a jet engine. The orange became the first step in using color to identify the brand.
LAUNCH ADS: A Revolution in Flying
This was truly a revolutionary product. Gone were the days of personal prop planes. Now you could own a jet at an affordable price. We commissioned an artist to paint these on canvas and we later auctioned the paintings off.
RECORD BREAKING BANNER ADS DROVE LEADS AND SALES:
We created a false home page on Forbes.com. This banner broke records for click throughs and got press buzz for its originality. Forbes worked with our team to make these happen. Other banner ads followed suit with attitude, fun and the jet experience.
WEBSITE
We made the site interactive in every way to continue the experience.
We made the site interactive in every way to continue the experience.
When the jet was certified, we created an interactive banner on the website to create excitement.
AFTER LAUNCH PRINT ADS
A series of color branded and attitude/ego-driven print and banner ads touted the bad-assness of owning your very own jet. A perfect connection was made with the HNW audience in luxury publications and websites.
Interactive inserts Created excitement and experience. They were tipped into magazines and did double duty as hand outs at trade shows. Our audience dreamed of these jets. They put the coor photo in their wallet and on their desks in frames!
This insert let you feel as if you were in the Eclipse cockpit and taking off own the runway. It was all about the experience. (Click to zoom and refresh to see gif play again.)
Brochure
Even the brochure tipped its hat to an interactive, fun experience along with the necessary techs and specs pilots wanted. Nothing about this brand was ho-hum and it was perfect for a new category of jet that opened the door to personal pilots flying fast and classy.
Even the brochure tipped its hat to an interactive, fun experience along with the necessary techs and specs pilots wanted. Nothing about this brand was ho-hum and it was perfect for a new category of jet that opened the door to personal pilots flying fast and classy.
