|WORK / DPMS | GII||UNITEDDSN.COM|
NEW PRODUCT LAUNCH
Remington’s DPMS GII is a revolutionary Modern Sporting Rifle, and UNITED were given the formidable task of creating its launch campaign. We avoided the usual clichéd approaches to firearms marketing so that we could let people know how good the GII platform really was, giving the GII a brand identity and brand program that changed the way firearms are marketed, and ultimately the way the industry presents its products to the firearms enthusiast.
When you have a revolutionary product, you have to give it a revolutionary identity.
|PROCESS / REMINGTON | DPMS GII||UNITEDDSN.COM|
Remington DPMS GII / Case Study
Amongst the saturated Modern Sporting Rifle (MSR) category in the US market, Remington released the DPMS GII, a revolutionary industry changing new .308 rifle that surpassed military-spec requirements but presented at a price accessible to consumers.
Years of experience in the military, working hands on, on the DPMS production line and continuous product development led Remington and DPMS to create this category changing MSR.
In essence Remington / DPMS have created a completely new MSR platform, that has eradicated the typical MSR’S most common troublesome areas. Not least of which was developing a proprietary extractor and elastomer extractor spring that surpassed a 30,000 round dry cycle test, without any sign of fatigue or drop in performance.
Having initially been given the standard ‘create a launch plan?’ brief we quickly defined that this revolutionary product deserved a revolutionary branding system with an industry ground breaking launch campaign. In order to support such a high specification, landmark product it was clear that Remington needed to elevate their entire approach to marketing.
The resulting campaign transformed the attitude towards what was possible with firearms brand communication, not just for Remington / DPMS but right across the industry.
Deep Dive and beyond…
At the onset of a new client relationship or project we always dig in deep to truly understand what United needs to achieve. So first, we spent time with Remington, Remington RND and DPMS at all levels of the business to truly understand the product and the brand – from the workforce on the factory floor to the directors in the boardroom and the founder of the company. This gave us the insights and realization that the DPMS GII platform needed a powerful brand identity system to launch it at the leading industry firearms shows in the world, SHOT Show 2014.
Most firearms manufacturers typically talk about the technical specification of the product, void of any emotive input, often making the product uninspiring to enthusiasts and consumers alike. United defined that the challenge was to give the DPMS GII a far more powerful consumer face, without losing any of the credibility that’s essential for such a uniquely engineered, precision product - people needed to know how revolutionary this MSR was in a tangible sense.
United created a complete launch campaign end to end, that included a microsite, catalogue, print and digital advertising campaign, social media campaign, product point of sale pieces and all supporting collateral, including an 85 foot semi display truck which, having been originally used for the NRA show, was taken on a 52 event tour across the US to present the GII to the public.
Remington changed the way firearms are built, United changed the way they’re marketed.
- Launch plan strategy
- Brand naming
- Brand identity & logo mark
- Launch video
- Print & digital advertising campaigns
- Copy editing
- Responsive website development
- Trade show presence
- Truck design overhaul
- Social media
- Brand guidelines
- Photographic style
- Creative direction
- Product photography
- Mechanical artwork
- Business collateral
- Sales items
- Promo items - patches, hats, t-shirts, etc.