{"id":11990,"date":"2019-08-28T15:29:00","date_gmt":"2019-08-28T14:29:00","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11990"},"modified":"2020-08-28T16:28:42","modified_gmt":"2020-08-28T15:28:42","slug":"celebrating-50-years-of-pioneering-progress","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/airbus\/celebrating-50-years-of-pioneering-progress","title":{"rendered":"Celebrating 50 Years of &#8216;Pioneering Progress&#8217;"},"content":{"rendered":"<div class=\"lazyblock-video-27d0OI wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/350978301?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-E7swJ wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          We wanted to use this milestone as an opportunity to celebrate the achievements of the business.                  <\/blockquote>\r\n                \r\n  \t\t\t  \t\t\t<div class=\"img-inline img-offset-left-md\">\r\n          <picture class=\"embed-responsive-item\">\r\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Carousel-600x600-Logo.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Carousel-600x600-Logo.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n          <\/picture>\r\n        <\/div>\r\n              <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>To celebrate its 50th anniversary, Airbus challenged us with the creation of a global, integrated campaign.<\/p>\n<p>By drawing upon the full range of skills across the Good Relations team we delivered a fully integrated global campaign, with the entire Airbus business united under the strategic campaign narrative \u2018Pioneering Progress\u2019.\u00a0<br \/><br \/>This narrative \u2013 celebrating the passion, talent and pioneering spirit which drives everyone at Airbus to shape the future \u2013 helped us to create fresh campaign content and storytelling angles, which brought to life the stories of people across the business, reaching new audiences around the world.\u00a0<br \/><br \/>Through the development and launch of a distinctive campaign website we \u2018unlocked\u2019 50 stories of pioneering progress over 50 consecutive days, beginning on the day of the anniversary.<br \/>Each story was crafted to provide compelling content across the full range of paid, shared and owned channels, capturing the essential elements of who Airbus is, what makes it different, its achievements, and the value the business brings to the world \u2013 today and in the future.<br \/><br \/>All content was developed centrally within Good Relations, and drawing on the full range of the agency\u2019s expertise, the campaign and its 50 stories were revealed and amplified globally \u2013 through web, social, influencer and internal platforms &#8211; and in several languages by local market teams within Airbus.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-ZM8z3G wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-17-hero-image-hub-14.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-bold-Z19tfDA wp-block-lazyblock-text-full-width-bold\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n\n    <h4>We created engaging, \u2018social first\u2019 content with innovative formats including Facebook Instant Experiences and Influencer content, and implemented a holistic paid social strategy across all Airbus channels. <\/h4>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-side-by-side-text-inline-image-button-Z1UJ8nj wp-block-lazyblock-two-column-side-by-side-text-inline-image-button\"><section class=\"fullwidth fullwidth--overflow\" data-aos=\"fade-up\">\n  <div class=\"container container--spaced-lg\">\n\n    <div class=\"row\">\n            <div class=\"col-md-6\">\n\n        <div class=\"text-image-item\">\n        \n                    \n          <div class=\"content\">\n                        \n                        <div class=\"p\">\n              <p>Our strategy of unlocking content gradually, day-by-day, enabled us to engage multiple audiences over a nearly 2-month period.\u00a0<\/p>            <\/div>\n                        \n                      <\/div>\n\n        <\/div>        \n      <\/div>\n            <div class=\"col-md-6\">\n\n        <div class=\"text-image-item\">\n        \n                    \n          <div class=\"content\">\n                        \n                        <div class=\"p\">\n              <p>By the end of day 50, the campaign had generated a total of almost 210,000 website visits, a social reach of over 41 million, and almost 4.5 million social engagements.<\/p>            <\/div>\n                        \n                      <\/div>\n\n        <\/div>        \n      <\/div>\n      \n    <\/div>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z139lqY wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Importantly for Airbus the campaign also generated channel growth of 166,034 new followers &#8211; 83% more growth than the previous 6 week period &#8211; and a 1,076% increase in positive comments across social channels. \n              <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":11,"template":"","class_list":["post-11990","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["10113"],"client_id":"11995","hero_video":"","hero_image":{"ID":11991,"id":11991,"title":"Airbus-50-day-13-hero-image-hub 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14:23:41","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"meta-title":"","meta-description":"","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Airbus-50-day-13-hero-image-hub-10.jpg","related_content_title":"You 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