AIRBUS
OBJECTIVE:
TELL STORIEs
RECRUIT TALENT
THE BRIEF:
show the world airbus is more than PLANES ✈️
Airbus. A brand that's known for getting you to the beach safely. Not known as a brand that can get you so much further. Boasting a major Space & Defence team, Airbus needed help raising awareness about the variety of work they do so the best and brightest talent come knocking at their doors.
THE INSIGHT:
Potential candidates think Space isn't accessible to them as a career.
THE STRATEGY:
We needed to change the market perception and show that working in Space comes in many different forms, and the problems Airbus are solving, impact everything from day-to-day life to climate change. To do this, a huge range of skills and talents were needed on the team, so we needed to reach a broad audience - one that existed beyond the recruitment bubble.
MY ROLE : STRATEGY | CREATIVE | BRANDING | LEADERSHIP | PRODUCTION
First, we educated. With a campaign message that had a clear, rallying call and communicated the potential of Space. After identifying three core pillars that aligned to our audience’s motivations, we told real stories from real people and shared them in films, paid social activity and long-form written content. The brand identity amplified the core message that Airbus is doing incredible awe-inspiring things, while the slick, premium exploratory visuals paired with the techy UI interface made the campaign feel aspirational yet accessible.
The next phase involved ambassadors, or ‘airbassadors’ if you will. We prepped our strongest voices with a suite of assets, messaging guidance and strategic recommendations so they could share the DTC message far and wide.
Finally, partnering with Bottletop, we broke out from the walls of recruitment channels and created a limited edition #TOGETHERBAND from Space Honeycomb. The band fronted our consumer campaign while social and influencer content from Astronaut Nicole Stott educated about the importance of a career in Space.
THE SOLUTION:
discover the cosmos
