Objective: International Launch Services (ILS) is a satellite launch services company jointly owned by Lockheed Martin (USA) and Khrunichev (Russia). In order to be successful, ILS needed to create its own identity, establish its unique selling proposition and differentiate itself in the marketplace from its main competitors, Boeing and Arian Space.
Strategy: Brainwave positioned ILS as a company with unrivalled expertise and experience in the satellite launch industry and used Lockheed Martin and Krunichev’s combined history of successful launches as the basis of the company’s marketing pitch.
Solution: Brainwave created the "Powered By History" campaign to brand ILS as a whole and to serve as an umbrella campaign under which ILS could market both the American Atlas and Russian Proton rockets.
Media: Print, collateral, direct mail, web, video.
Result: The campaign established ILS as the company that set the highest standard in the industry for reliability, as defined by more than 850 successful satellite launches. In the year that the campaign was first launched, ILS achieved its goal of becoming the leading launch service provider in the satellite industry, beating its principal rival Boeing despite having a much smaller marketing budget.
"Brainwave delivered an aggressive and effective campaign that helped position ILS as the leader in its industry. They always met our deadlines and were very reliable with content, production and delivery of our materials. They have been a very responsive, dynamic, positive and vibrant team."
–Michelle Lyle, VP, Communications, International Launch Systems