"At the Farnborough 2012 Airshow Eurocopter announced that the company has sold twice as many helicopters in the first six months of 2012 year compared to the previous year."
Eurocopter Chief Executive Lutz Bertling
Eurocopter is part of EADS, a sister company to Airbus and leading helicopter manufacturer. Design Incorporated were invited to pitch against 4 other agencies including the incumbent Publicis for a new global advertising campaign. Eurocopter were looking for a genre breaking approach to their new campaign – as historically and currently among competitors most helicopter advertising is very similar i.e. helicopter in flight on mission. Innovation, service and 5 main markets of military, medical, police, business, oil & gas were identified by the brief and each required a meaningful campaign execution fulfilled through a memorable, flexible, thematic and branded approach to the project.
We created a campaign that demonstrates how Eurocopter looks at things differently; resulting in innovation, service and a mission focus in their helicopters. As the brief was for a memorable campaign with standout. We made heroes of the products by taking the expectation challenging Helicopters and putting them into even more challenging settings. For example shrinking the helicopter down in size mirroring the company’s investment in nanotechnology so it can land on the nib of a pen or enlarging it – so like their extensive service networks it can reach across a whole continent. The military advert developed for the pitch features a Tiger attack helicopter in face-off with a wasp. Right from take-off one of the aims of the new campaign was to incorporate a joined-up media approach across different platforms.
This campaign has just gone live around the world in aviation magazines like Flight Global and in animated form on media and exhibition websites like HAI Heli Expo in Houston and is currently demonstrating strong recall and positive feedback across many regions and languages. The campaign is to continue for at least three years. We look forward to continuing to push the boundaries with this campaign for Eurocopter. The company has gone on record stating that helicopter sales doubled in 2012 in the six months following the new campaign launch. Click here to view the flash animations that we produced for Eurocopter.