Background

Snecma, the French manufacturer of aircraft engines, has achieved a global reputation as one of the two partners in CFM International, the world's largest engine maker. There are more CFM engines in service around the world than any other manufacturer.

Snecma had identified the fast-growing corporate business jet market as a sector it wished to target with its own newly developed engine.

The challenge in this industry sector is to be selected by the airframers to be the sole engine on a particular aircraft type.

In this instance Snecma wished to target the larger end of the business jet sector - occupied by aircraft makers such as Cessna, Gulfstream and Dassault Falcon - with a radically new engine design.

The Square was appointed in September 2006 to help them gain selection on some of programmes in the pipeline.

Solution

Snecma had chosen a different entry by giving the engine a name - Silvercrest - rather than the usual combination of letters and numbers.

The Square first developed a logo style for Silvercrest and a positioning line.

A series of three ads were then created, each highlighting a different message - Reliability, CFM heritage and speed.

The campaign, the new name and the logo was launched at the NBAA Show in Orlando in October 2006.