The Challenge
With an Australian team proudly demonstrating extensive international expertise in field logistics solutions, Nowra-based Global Defence Solutions (GDS) is a major, locally based deployable field infrastructure business working in a very niche category serving the Australian Defence Force and other allied defence agencies. When an opportunity presented itself to secure a major new contract, The Marketing Clan was invited to work with GDS to help them deliver a compelling and cohesive communications campaign. Based on the success of our previous work on Mellori Solutions, the Alkath Group turned to TMC once again to help tell the story behind the GDS business, its people and, above all, its world-leading solutions for deployable field infrastructure – all in a powerfully simple and memorable way.
The Strategy
As always, our strategic journey began by conducting in-depth research into the existing marketplace with particular attention paid to understanding the priorities of a very niche decision making process and also the strengths and weaknesses of GDS competitors, both domestically and overseas. This enlightening process revealed several key insights and opportunities that we were subsequently able to leverage throughout the campaign materials. These included the vital importance of instilling confidence by demonstrating experience and genuine local capability – something GDS is able to deliver through its field-proven expertise and support, fit-for-purpose solutions, flexibility and a truly sovereign, Australian operation. These strategic insights directly helped us shape an overarching positioning that set the tone for the entire GDS story:
A force in field support
The Creative
With the key insights identified and the positioning agreed, we took the creative lead to write, design, produce and deliver a fully-integrated campaign of communication materials for the GDS team.
Specific creative elements included:
- A GDS brand film – including full scripting, creative development, filming and post production
- Sales presentation material – a comprehensive document showcasing the complete GDS offering in a compelling and easy-to-follow way in multi-media formats
- Individual product demos – featuring each of the 5 core deployable field infrastructure solutions and their key benefits brought to life in live action film
- A campaign website
The Results
Recently completed, this is a landmark campaign for GDS, and is the first time they have put so much emphasis on getting an external agency team involved to help elevate their business credentials on such a scale. The high quality finish of the final campaign materials stands as testament both to the significant levels of time and energy invested by both the GDS and TMC teams, and the outstanding results that can be achieved through close and ongoing collaboration.
