GPS is important in everyday lives, but for the warfighter it’s life-or-death. Accurate position, navigation, and timing is crucial for battlefield survival and effectiveness. We set out with the goal to produce a campaign that promotes BAE Systems’ new military GPS technologies and how it improves the warfighters’ ability to defeat the enemy and come home.
In a fusion of creative vision and technical expertise, our marketing, video, and subject matter expert (SME) teams joined forces to breathe life into our campaign. The journey began with a series of in-depth conversations with our SMEs, who shared their insights and knowledge of the technology. This sparked a deep understanding of how military GPS solutions are used in operations, empowering our production team to craft a visual narrative that was both authentic and compelling.
As we moved further into production, we sat down with our SME for an interview that would become the heartbeat of our video. His words, infused with passion and expertise, were carefully chosen to bring two impactful statements into our story. We traveled to the location where the GPS products are manufactured and captured scenes and product photography.
Our highlight in this submission is our 30-second spot, but that is just one part of a comprehensive content library that included:
A full-length video that explored the technology in depth
A 30-second streaming variant, optimized for platforms like Roku TV and YouTube
A tradeshow variant, designed to engage and inform attendees at our booth
Two 15-second social spots, crafted to capture attention and spark conversation
Each of these were tailored to a specific audience and platform enabling us to reach and engage our target audience in a way that's both effective and memorable.
The overarching objective was brand awareness. To extend our reach we made multiple variations of this video (different lengths, versions with/without on-screen text, etc.) for use on different channels. This allowed us to reach the maximum number of eyeballs, while still catering to the uniqueness of the viewing venue. The 30 second variant was featured on targeted CTV and received over 553,000 views, with a 91% completion rate. The audio-less, text-only variant was seen by hundreds of tradeshow visitors at the ION Joint Navigation Conference, and at the summit event for the Association of the United States Army.
