A 50th anniversary campaign pitch for Leica Geosystems
Leica Geosystems has been trading in the UK for 50 years. In July 2014 its UK marketing team asked us to pitch for the campaign to celebrate it, starting with the design of an advert to use in the press.
Two of the routes we took to the pitch are here. Both carry the 50 Years Trading logo, which Leica’s corporate team had already designed and approved, beside Leica’s own.
The brief
- Leica wanted to refresh and relaunch its creative marketing, especially its adverts: more creative, fresh and innovative, and moving away from the tired and dated adverts of the past.
- The campaign was aimed at Leica’s existing audience, so surveyors, civil engineers, construction workers, potential new customers, as well as students who are thinking about a career in the geospatial industry.
- The look should be fresh, catchy, modern and clean looking, moving away from products and focusing on people and experiences that have made up the Leica brand. It should be an advert with a twist.
Option 1: Your time has come
The first route put one person in the open country they work in, under a wide sky, with the line Your time has come.
The words speak to the people Leica Geosystems has been working with in the UK for over 50 years, and send them to a campaign website and social channels of its own.
Option 2: Partnering the UK
The second route set people and Leica’s instruments in triangles of red and white, with two lines that run into each other: Capture. Model. Analyse with Leica Geosystems, partnering the UK for over 50 years.
A website for the 50 years
The second route carried on to a website for the 50 years, with About, News, Downloads, a 50th Movie special and Contact Us across the top.
Further down the page, Leica’s own description of itself sits large on the red: best known for its broad array of products that capture data accurately, model quickly, analyze easily, and visualize and present spatial information.
In numbers
- 3creative routes we prepared for the July 2014 pitch
Leica Geosystems asked us to pitch for the campaign marking their anniversary in the UK. They wanted an advert with a twist, about people and experiences rather than products, and we took one of our routes from the press advert right through to a website. It’s the kind of brief you hope for, and I enjoyed every minute of that pitch.
