Aeroplanes, helicopters, space travel and defence: With its “one brand” strategy, Airbus is merging all of its product communications on a single digital platform: airbus.com. This is an essential step towards a seamless customer experience within the company’s digital transformation.
In addition to a new section for corporate communications, a new digital newsroom for media professionals and fresh storytelling formats covering innovation, research and career topics, on airbus.com the company is positioning itself as an industry leader and a responsible pioneer in air and space travel.
As the long-standing agency partner, Aperto is responsible for the strategic consulting, user experience, visual and interface design, content strategy and editorial support.
A big responsibility: Airbus is a global company, its products are technical masterpieces that people encounter all over the world. From the massive A380 to the A320neo; from the futuristic H160 helicopter to the military NH90 — the entire Airbus portfolio, including the renowned Ariane 5 rocket launcher, the latest satellites, and space probes such as the Mars Express, will be presented generously, emotionally and clearly in the new digital brand design.
The best conditions for effective B2B digital marketing: The new Airbus website functions as a content hub from which an intricate ecosystem of landing pages, social media platforms and additional digital touchpoints are fed — in close coordination with SEO, SEA and digital campaign management. Using Adobe Experience Manager (AEM), a uniform, responsive framework comprising templates, modules and UX components, gives the international editorial team maximum flexibility while retaining consistency on all devices.
With a production time of only six months, the launch of the new platform and the merging of existing pages with thousands of subpages, was a complex challenge. The foundation was an early alignment of a shared design vision and an individualised, agile co-creation process between Aperto and Airbus’s top management, its divisions, departments and technical service providers in Berlin, Toulouse, Munich, Paris, Marseille and Madrid.
Airbus is a global leader in aeronautics, space and related services. In 2016 it generated revenues of €67 billion and employed a workforce of around 134,000. Airbus offers the most comprehensive range of passenger airliners from 100 to more than 600 seats and business aviation products. Airbus is also a European leader providing tanker, combat, transport and mission aircraft, as well as one of the world’s leading space companies. In helicopters, Airbus provides the most efficient civil and military rotorcraft solutions worldwide.