Leica Geosystems, in the construction space, found they could not compete with top brands like Trimble and Topcon on their own terms. We came up with a marketing campaign using a "David and Goliath" based strategy with the basis that the act of facing overwhelming odds produces greatness.
Our campaign dares men to step up and be different, try the challenger brand instead of following the pack.
Strategy: "David vs Goliath" Challenger Brand
Concept: Dare to be Different