Stay ahead of ready.
The front lines of today’s battlefields are ever evolving and technology has quickly become the main weapon. Whether munitions are delivered via vehicle, drone or soldier, it’s data that will get it there. Lockheed Martin has a firm standard that success on today’s battlefield means being ready for tomorrow’s. Staying ahead of ready. A campaign was prepared to deliver exactly that message, and the technological edge that Lockheed Martin provides, to a very specific demographic: U.S. lawmakers and policy makers. Aggressive imagery, bold writing, cutting-edge brand acts and an unexpected color palette were all part of the strategy to grab their attention and hold it.
Press the advantage.
Keep pushing forward.
Taking a strategic initiative.
Nearly everyone is on social media these days. Including the people that make defense decisions. So, social video was one tactic that allowed LM to deliver bold confidence quickly. And bold it was. Simply put, Lockheed Martin offers the technological edge needed to stay dominant on the battlefield.
Tip of the spear.
Staying ahead of ready means always being first in every regard. And policy makers want to be reassured that they’ll be a step ahead of their adversaries. So big, attention-grabbing brand acts were needed. Obtaining the pace car at the NASCAR race at Naval Base Coronado in San Diego, California. A cutting-edge direct mail piece containing a VR headset, hand delivered to lawmakers. And tech-forward drone light shows, to entertain and display LM capability.
Digitally aggressive.
Every campaign needs an online digital component. Brands simply can’t advertise without it, and Lockheed Martin wanted to dominate the space with its Always First messaging. Page takeovers were a must, but so were banners that delivered an almost “haptic” feel to help viewers be in the moment. A “news rotator” type banner ads were also devised that would pull in the latest LM news stories and place them at the top of defense site pages.
Practical tactical.
Tactics don’t need to be purely digital. Sometimes being up close and personal is a better method to communicate. And staying ahead of ready means no media can be overlooked. Locations were selected based on places lawmakers frequent: DC Metro, tech conventions and any sort transportation in between. And the arsenal was strong: poster triptychs, geo-fenced mobile alerts and taxi toppers made sure LM’s message was spoken.
