The Challenge
With limited brand recognition in unmanned land vehicles, Howe & Howe sought a wow factor to launch the Ripsaw M5, a fifth-gen unmanned tank, at AUSA. Their goal: secure a government contract. Recently acquired by Textron Systems, known for unmanned air, they needed a bold, creative approach to stand out and showcase speed, mobility, and robotic capability.
The Approach
In the lead-up to the AUSA expo, the Inventive team developed an integrated marketing campaign featuring videos, digital signage, social media ads, booth materials, and press releases to generate excitement for the Ripsaw M5. Prior to the event, teaser content kept the vehicle’s performance and appearance shrouded in mystery.
The Value
The Ripsaw M5 launch achieved significant success:
- Teaser video: 2MM+ impressions
- 1MM+ media impressions
- Contract with the Army’s Robotic Combat Vehicle program secured
- Featured in Popular Science’s “Most Significant Security Innovations of 2020”
- Cover photo on National Defense Magazine
