The Challenge
The goal was to change perceptions of a career at BAE Systems Applied Intelligence by creating unexpected, engaging work that would resonate with sales professionals and raise awareness of the brand. This approach was brought to life by:
• Putting skills at the center of our key message, moving away from the traditional “defense” feel.
• Appealing to a more diverse audience.
• Making use of eye-catching imagery that would be striking in newsfeeds.
The Solution
We set out to create something unexpected for BAE Systems Applied Intelligence that would stand apart from previous Radancy campaigns. The concept, Designed to Defend, used examples from nature and built-in defense mechanisms as a creative metaphor. The line “Some of us are designed to defend. Are you?” gave the campaign a more playful, colorful and less male-centric feel.
The campaign focused on nine key territories across Europe, Asia Pacific and North America, running for 22 weeks to build awareness and attract experienced sales professionals to BAE Systems Applied Intelligence. We activated programmatic and dark ads across Facebook, LinkedIn, Twitter and Instagram using static images, video and GIFs. The campaign launched with 12 content variations that were A/B tested to identify what resonated most strongly with the target audience, then optimized around the top-performing creative.
The Results
The campaign delivered strong performance across awareness, engagement and application outcomes:
14,220,560
Impressions generated
136,463
Clicks delivered
1,220
Applications driven
£130,000
In media value created through LinkedIn advocacy
