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Take on primes. Win more contracts.

Take on primes. Win more contracts.


The Challenge

The U.S. government has demanded suppliers deliver more proactive and holistic approaches to technology development. This opened the door for Leonardo DRS—with their R&D investments and comparative nimbleness as a company—to compete against prime contractors. However, when your competition is some of the world’s largest companies, the audience is unaware of your offerings, and a name change left Leonardo DRS unrecognized by some—landing those new contracts became no easy task.

The Strategy

We needed a campaign that appealed to multiple audiences and allowed Leonardo DRS to unify all the ways their products support warfighters. So we sought to create a movement. A rallying cry that exemplifies everything Leonardo DRS does, and echoes what they can do for our country.

The Outcome

The new Leonardo DRS campaign theme, Own the Edge, clearly communicates the benefits to whichever audience we’re talking to—and the mission was a success. Leonardo DRS recently won significant systems contracts, elevating its status as an integrated and potential prime contractor. Throughout the duration of the campaign, the site saw a 50% increase in page views year-over-year and a boost in user engagement with site content.

The work

Leonardo DRS print ad
Leonardo DRS print ad

Product line specific print ads reinforced with “Own the edge” messaging

Single product banner ad featuring the “Own the edge” campaign theme

Leonardo DRS electronic warfare tool displayed on a tablet

Custom designed, online, interactive product capabilities tool

Leonardo DRS ground vehicles tool displayed on a laptop

Redesigned interactive website covering multiple products and categories

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