The campaign was split into two phases: an initial awareness campaign for the first 30 days and a values campaign to follow. The awareness campaign creative focused on showing how the unification of the two companies created exponential opportunities to improve their key attributes. Given the technological focus of the companies, we used a mathematical equation as the tagline: “Harris x Exelis = ” The product of the equation would show a key attribute (such as quality, opportunity or innovation) to the second power (i.e. Harris x Exelis = Innovation2). The creative also incorporated imagery from Harris’ various global facilities to showcase the depth and breadth of the new company and educate the audience on its new technologies and capabilities. The campaign was run internally and also used in various external applications during the initial stages of the acquisition.
As the awareness campaign rolled out, we created a values campaign for internal stakeholders. This campaign was meant to reinforce the identity of the company and communicate its mission and vision for the future. We positioned the employees as representatives of the values and showed how they exemplified them. This allowed us to highlight the various locations, new skillsets and increased diversity.