Strategy LEADS THE WAY
Try before you buy. Not a modern day style and yet, who’d invest thousands if not hundreds of thousands in a campaign before getting an idea of how it might look, how it might feel. Time to consider the value of strategy and planning.
Let’s talk brand
Leading the way in impact protection D3O means business.
Created and built in the UK they’re a perfect example of home grown science and technology, a brand with universal appeal. From sports to motorcycles, defence to everyday workwear D3O are and should be a part of everyday life. The challenge for D3O was how to create emotional appeal. To move away from the lab and dwell in the hearts and minds of everyday life, but how?
Let’s talk stRAtegy
D3O had a desire to build dialogue, globally, especially in the US, around their unique offer. The aim was to develop into new markets through their existing channels:
Website
Social
Organic
There was also an interest in paid advertising, but not as a leading strategy. So what strategy best suited this expansion? How could this unique brand look and feel?
Let’s talk concepts
With a strong in-house marketing team lead by Mostyn Thomas, who’d previous lead the way at rugby giants Canterbury, D3O knew a lot about their brand and their markets but wanted to start a conversation outside their normal B2B area. To get under the skin of the consumers who were rapidly picking up their product via associates in the mobile phone field.
Working from a clear brief UC created:
A new design for the company’s legendary promotional handout
A way to develop this design for convention
New ways to visualise the brand through a US campaign.
FROM CONCEPT TO PRODUCT
Never more than a strategic exercise D3O were able to draw from the added bonus of working with Unit Creative’s unique production experience and global reach.
This meant D3O knew exactly what each piece of content proposal would cost at development stage and they also knew the same company would produce that content even if it needed to be shot outside the UK, in this instance the US.
A one-stop-shop solution.
RESULTS
For a fraction of the costs of production D3O were able to visualise and experiment with a number of concepts. They gained:
An real understanding of a new look and feel
Potential campaign routes
Ballpark budgets
A proposed paid advertising campaign
Whether or not strategy leads to campaign or full development it’s never a waste of time and money. Like good personal development or therapy it’s sure to tell you something about you and your and your brand, oppening your eyes to the widwe world, new channels and new experiences.