CFM LEAP

Challenge

CFM is the world’s largest jet engine manufacturer. The campaign for CFM Leap 2015/16 needed to increase awareness and positive brand sentiment for their new jet engine LEAP. Our response needed to cut through and stand out in a fiercely competitive market comprised of world famous brands.

Insight

To deliver the brand presence and recall that CFM LEAP needed we had to build an argument that evidenced assured reliability and performance (the main criteria for aircraft engine selection) delivered by technological innovation.

Response

Gravity created the brand, the messaging and campaign activity for what is now the fastest selling jet engine in aviation history – CFM LEAP.

Through an integrated channel mix Gravity created a campaign that raised awareness for CFM and outperformed competitor efforts. Our approach also focused on increasing positive reactions and greater recall. We wanted to establish strong credibility by using rock solid facts about the brand, which we did through the campaign line – ‘LEAP. The Architecture of Reliability.’

 

Impact
Recall Seeing (%)
Recall Reading (%)
Engines sold (million)
Recall Seeing (%)83
Recall Reading (%)63
Engines sold (million)3
Testimonial

“The campaign activity has outperformed in 2015/16 with all our key metrics not only met but surpassed. As an added bonus winning campaign of the year 2016 in the Air Transport World Awards was a great honour. Gravity and CFM International are an incredible partnership achieving incredible outcomes for the business.”
Neil Siddons, Senior Communications Leader, GE Aviation

Awards won:

B2B Awards 2016 –
Best Brand Initiative – Gold

B2B Awards 2014 –
Best Brand Initiative – Gold
& Most Commercially Successful Campaign – Gold

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