Those who dream of transformative flight, love E2

At the Paris Air Show, Embraer and Gravity Global launched the latest phase of the long-running Profit Hunter programme: ‘Those who dream of transformative flight, love E2’. In a sector where buying journeys span years, sustaining attention is essential. Building on years of dramatising the E2 as an apex predator, this campaign took a new angle: introducing penguins as unexpected, captivated admirers of the aircraft.
The penguins’ wonder and determination to fly spotlight the E2’s superior performance, comfort, and category-leading efficiency. Their playful perspective renews the programme’s emotional connection while amplifying key messages – from transformative technology to enhanced passenger experience. By giving the penguins passenger-like personas, the campaign extended messaging beyond performance to highlight the E2’s cabin advantages. The story came alive through a 70-second launch film, shorter cuts, DOOH, social media, and immersive on-site activations – including penguin-themed aircraft vinyls, pins, and plush toys. Critically, the penguins were also integrated into sales tools, carrying the message across the full buyer journey to drive renewed attention and enduring demand.
Impact included:
• 1.44M launch film views (84% completion)
• 2.18M+ engagements
• 5.59% social engagement rate
• Nearly 1M DOOH plays