Shift from bland designs, tedious engineering-speak and traditional descriptors about innovation to create an electrifying new site that combines the magic and excitement of aviation – a space CFM has rightly commanded for 43 years— with the allure of the company’s advanced technology in both a visually captivating and provocatively informative way.

Introduce digital artistry and movement to dramatically illustrate the brilliant design and raw power of CFM engines, using special-effects and 3-D animation to grab and hold the audience’s attention.

We knew our execution had to run with the same precision as CFM’s engines or we would not only fall flat with our target, we would miss a significant moment in time to go out big with CFM’s new ‘look’. Over the course of six months, we:

- Worked side-by-side UX Designers, Content Strategists and Developers to craft a custom digital presence for CFM

- Developed content strategy that matched personas with digital interactions

- Used streaming optimized HTML5 video, interactive global maps, parallax design, premium multimedia content, custom animations and customized a 3D LEAP engine experience

- Optimized the site for SEO, created a new CMS for flexible updates and incorporated social content

- CFM’s new site was launched just weeks before the Farnborough International airshow where CFM sales representatives, armed with tablet devices, were able to reference the new website in meetings with potential buyers.

- The average time on the site more than doubled, from 90 seconds to 2:14, a 44-second increase.

- The bounce rate of users who left the site after the first page-view went from 70% down to 8%

- In the eight months since the launch of the site, 170 more LEAP engines have been sold than over the same period the prior year.

- Overall sales increased by 14%, or about $2.4 Billion.

- In addition, CFM announced $8.2 Billion in new deals from the Farnborough Airshow in July 2016.

When flying 350 people 30,000 feet above the ground in 485 tons of metal, flawless engine performance is mission critical. CFM customers expect to see and feel that same precision and attention to detail in every CFM brand manifestation and experience. We brought to life the beauty and elegance of CFM-enabled flight while paying homage to the company’s engineering prowess and technological excellence needed to result in greater CFM customer engagement.

Turbines and compressors do not naturally trigger an emotional or visceral reaction. And yet, that is precisely what we intended to do. Through interviews with CFM’s stakeholders, influencers, thought leaders, investors, financiers, customers, evangelists and supporters, along with on-site analytics and competitive analysis, we identified digital experiences that would sit in the sweet spot between efficient, inspiring and good for our brand.

CFM International is the world’s leading supplier of commercial aircraft engines committed to the best and most innovative in jet engine designs, manufacturing, and research and development.

Despite being a pioneer in aero-engineering (with the LEAP engine, its newest, most fuel-efficient engine - prepped to begin delivering in the second half of 2016) CFM’s digital presence, a central piece of their broader sales strategy, remained old and stale. Its website was experiencing a withering 70% bounce rate, with prospective customers staying only long enough to see the first page. A survey of those visiting the website revealed a need for “more sizzle,” more draw, more appeal.

CFM’s digital presence needed to exude the same dynamic leadership, industry innovation and advanced technology for which the company is known.