Our goal was to help Lockheed Martin overcome its own success in fighting the Cold War and reposition the brand as a global leader in technology and innovation–one that feels contemporary, progressive, and most importantly, innovative.
We had to demonstrate the use of very sophisticated, nuanced technology and equipment that we will never have security clearance to access in real life. This technology is literally used to shape the course of history. So we combined high-end computer graphics and a new, confident tone of voice to show how the future will be shaped. We were very careful not to dip into the world of science fiction or anything unrealistic- even in the case of the Mars ad, LM is actively working on the space ship that will get us there within 20 years.
The pre and post campaign studies revealed some pretty significant changes:
Key brand attributes: • Technology leader +38% • Visionary/forward thinking +35% • Want to change the world +59%
Brand familiarity: • General audience +28% • Core target +63%