Unum

About the project

Unum was a five-year start-up challenging the airline market as a credible alternative for business class seating. It had yet to make revenue and although the pipeline looked promising, it had been identified that the market wasn’t yet convinced that Unum was ready to service it. This was, in part, due to its lack of visibility to sell multi-million contracts to the C-suite. The brief was to create a brand-assurance campaign, with trade magazines as the primary channel.

Challenge

Established industry players were facing long lead times, leaving airlines with restricted options. Unum needed an impactful campaign to quickly establish credibility and communicate their key differentiator: immediate manufacturing capacity available right now.

Solutions

We developed the “Business Class. Without The Wait.” campaign, emphasising refined design and immediate availability. This strategy culminated in a hyper-personalised Account-Based Marketing (ABM) push: we used an Augmented Reality (AR) experience combined with dedicated landing pages personalised with each buyer’s company logo, driving direct meeting bookings for the Aircraft Interiors Expo.