Re-energizing a SDD initiative through strategic MarCom

Change Management + Communication

How we strengthened the international positioning of a battlefield digitization system and restored motivation within the team

Initial Situation

A leading defense industry company in Europe developed a modular, integrated fighting system for the German Armed Forces. The aim of the Software Defined Defence (SDD) Initiative was to optimize the decision-making chain from sensor to effector.

C4I (Command, Control, Computers, Communications, and Information) was a core component of this part of the digitization of the battlefield. The associated networked electronic devices (UHF group radio, GPS, PDA with digital map, etc.) were intended to improve the flow of information between the various levels of command.

However, for reasons of operational excellence, another company was commissioned to develop the successor soldier-system.

Challenge

For the team members who had been involved in the development of the basic system for years, the lack of further commissioning was understandably a major disappointment.

According to the change curve, they found themselves in the emotional “valley of tears” with corresponding effects on motivation, identification, and performance.

As a coping strategy, management decided that the team should try to sell the system internationally.

Solution

In this situation of change, Europe’s then leading defense industry company commissioned viadoo Guides. We were tasked with supporting the relevant department with communication services for international marketing (MarCom).

We initially created a new product name and a claim for the system.

We also designed and produced a number of publications such as brochures and product sheets, including copywriting, photo research, illustration, and design.

A highlight of our work was the conception of a short video to be shown at international defense exhibitions such as Eurosatory, IDEX, and CANSEC.

To this end, we conducted an interview with a retired German NATO general, who spoke about the fundamental importance of digitally networked operations.

Results

We created a coherent international market presence for the system, including its positioning, messaging, sales publications, and exhibition film.

At the same time, the initiative restored the development team’s sense of purpose and recognition after the loss of the successor contract.

Although the system was ultimately not marketed further, the team remained engaged, and its expertise and technical developments were successfully transferred to other projects within the group.

As we naturally take the confidentiality of our clients seriously, we anonymize our success stories. However, the cases are real.