Background

Sukhoi, primarily known for its military aircraft, decided to enter the commercial sector with a regional jet, code-named the RRJ.

Whilst many sales were expected to be made domestically in Russia, Sukhoi also had ambitions to market the aircraft in the West. The Square was briefed to launch the aircraft at the 2006 Farnborough Airshow.

Whilst the image of Russian-made commercial aircraft is not good, the specification of the new aircraft was very high, surpassing its main competititor, the Embraer 190, in most key areas.

The Agency needed to communicate the many benefits of the aircraft, whilst reassuring people that Sukhoi understood and had dealt with previous concerns.

The Agency was also asked, not only to develop a new name for the aircraft, but also to create a new name for the sector in which it would compete.

Solution

The Square named the aircraft the Sukhoi 'Superjet100', and the sector was called the 'Super Regional Sector'.

A launch ad, followed by three other ads carrying the three key campaign messages - Lower Fuel Consumption, Improved Passenger Comfort and Strong Partner/Supplier team - were created with headlines that linked into the aircraft's name - 'Super Jet', 'Super Comfort', 'Super Savings' and 'Super Team'.

Two other executions were developed as poster treatments - 'Super Technology' and Super Economics'.