Influencing the Inner Circle: How UHNWI-Focused Strategy Drove 3.8M Video Views for the Global 8000
The Challenge
Bombardier was preparing to launch the Global 8000, its new flagship aircraft, the fastest purpose built business jet in the world, redefining what is possible in ultra-long-range private aviation.
As one of the world’s leading private jet manufacturers, the challenge lay in ensuring its brand perception and awareness matched the scale, innovation, and performance of its product portfolio. The Global 8000 needed to be positioned as the benchmark for performance and luxury, while building fame and reinforcing Bombardier’s credentials as a top-tier aviation brand. A key challenge was effectively reaching and influencing the small pool of Ultra High Net Worth Individuals (UHNWI) who could afford such a jet through media.
The Solution
Fifty's solution was anchored in delivering and applying unique audience intelligence. Recognising that UHNWIs are influenced by their trusted inner circle, Fifty devised a strategy to 'influence the influencers', building bespoke tribes such as Wealth & Finance experts and Aviation professionals. This intelligence drove a media plan built on stature and consistency across key channels: high-impact Print, targeted Linear TV, and OOH takeovers in FBOs. Critically, we implemented an innovative use of LinkedIn targeting for CTV to achieve granular precision on the big screen. Furthermore, Fifty’s agility allowed for successful campaign date adjustments to feature the Global 8000’s record-breaking speed.
The Results
The audience-first strategy delivered outstanding business and performance outcomes. The campaign helped the Global 8000 launch dominate the key NBAA industry event, spawning a host of PR and conversation that successfully positioned the jet as the private jet, significantly increasing brand fame and perception. Media performance was equally strong, delivering 3.8 million completed video views across linear and CTV, with a low CPCV of just $0.05, alongside a CPCV of $0.08 on LinkedIn in an elected viewing environment. Notably, Connected TV on Amazon Prime achieved a Video Completion Rate of 98.3%, a benchmark-smashing result that proved the success of Fifty’s granular audience targeting.
