Airbus Pléiades Neo
Skyrocketing to global success Brand / Digital / Film & Animation
THE BRIEF
Drive awareness on a global scale
For Airbus, Pléiades Neo represents its most advanced optical constellation to date, with four identical satellites, delivering the best of ultra high-resolution imagery, combined with inter-day revisit capabilities and rapid delivery for geospatial services.
The MTM Agency was employed to drive awareness of this groundbreaking on a global scale, developing the brand and go-to-market strategy to support Airbus' commercial goals.
THE AUDIENCE
Reflecting the audience’s real challenges
Airbus’ target audiences are continually tasked with complex, high-risk, high value challenges and decisions. In turn, experiences that can mitigate risk, provide security, reassure, and enhance personal and organisational reputation are key to achieving the project’s longer-term objectives.
The strategy we developed sought to bring the Pléiades Neo story to life in a way which reflected its audience’s real challenges. We needed the audience to see the value Pléiades Neo could provide, and in order to do that, our creative and messaging needed to be tailored, relevant and highly engaging.
THE SOLUTION
Using existing knowledge to amplify results
Airbus and the MTM agency have enjoyed a successful, ten year long working relationship. This understanding of Airbus put us in an excellent position to deliver on the launch of Pléiades Neo.
Airbus was looking for a creative marketing agency to develop a brand, messaging and comprehensive communications campaign strategy, with supporting marketing materials to achieve the following:
- To drive global awareness of the Pléiades Neo launch
- To highlight the investment Airbus has made and its commitment to the project
- To engage a global audience and build excitement in the run up to the launch and beyond
- Position Pléiades Neo’s capabilities and benefits across relevant vertical markets
- Support the communication goals of the launch, which was delayed due to Covid-19
- To continue communications after the launch to maintain awareness and support commercial activities across key global markets.
Delivering success, adaptability and creativity
Originally planned for launch in summer 2020, the global pandemic meant the launch of the first satellite had to be postponed until August 2021. During this time, our comms plans were adapted to keep the conversation going while the world waited for the pandemic’s grip to loosen.
The key focus of our marketing activity and programme included:
- Developing a creative brand identity for the Pléiades Neo constellation
- Developing a messaging strategy and framework highlighting the key points of difference, investment, research and development, technical capabilities and vision of Airbus and the team behind the programme
- Supporting the launch, promotion and campaign with a comprehensive go-to-market strategy, developing a range of print and digital assets to meet the needs of Airbus' global sales team
- Developing video content to promote the launch and highlight the constellation’s capabilities for both internal and external audiences
- To support Airbus’ sales function with the tools they needed to get new customers over the line, including bespoke print and video presentations and a whole range creative assets tailored to prospects across more than 15 countries
- Developing case studies and editorial content to communicate key features and benefits to commercial markets around the world
- Designing and producing event graphics, exhibition spaces and supporting literature
- Organising and delivering live events during the satellites’ launch
Robust Awareness Programme
This campaign needed to drive sales through a robust awareness programme, which would convey Pléiades Neo's capabilities in exciting and unique ways to help Airbus deliver on its investment.
Bite-size Storytelling
Our strategy included a proposal of bite-size storytelling, which would bring information to life and build excitement through a range of content and creative assets, distributed regularly through key channels throughout the extended campaign.
Prioritise Content
We re-prioritised content in an agile way, ensuring the messaging remained consistent during the elongated timeframe, where a steady drumbeat of communications was published to keep the conversation going.
Results
“MTM a feel like an extension of our own internal team not an external agency. They fully understand our complex and restrictive business and go above and beyond to deliver the best possible campaigns which always exceed our expectations. I’ve worked with many creative marketing and comms agencies and MTM are by far the best. Whether its content, creative, digital comms, graphics or video creation...no matter what the request, I know they will deliver something on-brief, on-budget, on-brand and yet still creative and exciting. There’s nothing negative to say about the team, they’re the best and I would recommend to anyone.” Airbus Defence & Space