Case study
- Project Type:
- Corporate, exhibition and marketing support production
- Client:
- General Dynamics United Kingdom Limited
- Location:
- Hastings
"This video is glitzy, fast-paced, full of buzz words, It's great stuff, and speaks the words that MOD use. It is taking us from being fairly pedestrian in the way we display ourselves up a level, comparable with anything else in the defence business. We showed it at Eurosatory it worked extremely well and gave the right impression. "
CEO
The Brief
General Dynamics UK is part of General Dynamics, one of the world's top six defence companies.
Following their success in winning the UK Ministry of Defence contract to supply and integrate the armed forces' new secure radio system called Bowman and their ongoing success in meeting their delivery targets GDUK's recognised a need to take a very specific message to both home and export markets. Specifically, that Bowman was not simply a supply contract for a new communications system but that the project encompassed a very high requirement for complex systems integration.
At the same time, GDUK as a result of winning the Bowman contract were being seen by those on the 'outside' as just a 'communications company'.
The need therefore was to create a new corporate and promotional programme that portrayed GDUK's strengths and successes but at the same time position them more clearly as an advanced technology systems integration company.
Solution
The primary uses for the video are exhibitions and presentations. As the target audience also included high level delegations (whose time is invariably very limited during visits) it was of great importance that the film was short and able to deliver key messages quickly and clearly.
Key messages were to be 'top-level' but there was also a requirement to support the companys vision in its positioning. After extensive briefings we devised a new strapline 'Capability Beyond Communications' which we felt encapsulated GDUk's marketing mission. This was enthusiastically embraced by the Client.
For the creative approach we proposed to deliver key messages using animated typography embedded within a graphical and live action environment. We recommended a widescreen format using a multi-layered visual design concept where multiple images appeared on screen together in a highly dynamic way. We further recommended for a quality and future-proofing objective that the film was shot in high definition format.
Filming was kept dynamic with tracked and crane camera moves in order to reinforce a subliminal message of energy. Throughout the filming, careful attention was given to lighting in order to create a high-tech feel.
Result
A 3 minute production that is very 'attention-grabbing'. The production depicts the client's in-house capabilities, processes and technologies clearly but at the same time reinforcing messages of the application of state-of-the-art technology and experience and entirely meeting the Client's positioning objectives.
We were truly delighted to learn that we had exceeded all our clients' expectations "enormously chuffed" and "really delighted" were just two expressions we enjoyed hearing. (Head of External Affairs)