Brand Positioning campaign
CLIENT: Massif
This project came from our collaboration with the client on their core purpose and brand essence. We consulted with our client on their key differentiators, core customer virtues and brand purpose to come up with a character persona for the film. Key character attributes: Athletic, Intelligent, Discerning, Service, Passionate.
Use Case
Ask:
Create a Brand Brand Campaign that 100% tied in with the values and purpose of the Brand.
Identify and connect with the target audience, while highlighting a defining “unique product attribute.”
Situation:
The Army National Guard and the 189th Battalion of the Army National Guard were won over as raving fans for the brand. The goal was to illicit understanding and trust by putting together a film that showed how their partner relationship was meaningful and they were valued.
Process:
We worked with the Army partner to identify, 12 candidates for our hero. After, multiple phone interviews we selected a main character that exemplified the brand values and two helper characters who validated and gave authority to the main character. It took 7 months of work to get the DOD Joint Chiefs of Staff and an adjutant General from the Army National Guard to sign off on 3 civilian camera operators flying in a UH-64 Blackhawk helicopter with the doors open and 3 cameras rolling. No one had heard of this being done before.
Outcome
Outcome:
The film “Love the Mission” won the hearts of the Oregon National Guard a strategic ‘purchasing partner.’ An authentic story of the sacrifice and desire to become the best you can be and never give up. The film showed athleticism, passion, service, sacrifice and leadership. All brand virtues that were worked up during our pre-shoot process.
Deliverables:
Besides the long form film, assets from 15 seconds to 2 minutes were distributed within the client’s marketing channels.
Awards :
The film won business and market awards from: American Business Awards – Best Brand Film, American Marketing Association – Best Video Campaignand 6 National film awards from NYC, Atlanta, LA, and Portland.
Feather in the cap – Our character Lexi, was shortly afterward awarded command of the battalion and became first women to have done so.
where it's used
- Company website and testimonials.
- Driving B2B and B2C sales
- Government contracts and partnerships
- Social Media Channels
- Organic Traffic owned media channels
- Blog Posts
Accolades and Awards
