TRANSFORMING COMMUNICATIONS AND SHAPING THE INDUSTRY
As OneWeb’s global satellite network was fast becoming a reality and as the biggest defence and security show in the world loomed, it was imperative to set the tone of dominance for the satcom company, part owned by HM Government.
The conflict in Ukraine was demonstrating to the world a new way to engage within theatres of operation due to developments in SATCOM technology. This innovation was undeniably changing and enhancing the way communication was happening at the tactical edge.
As Elon Musk’s Starlink offering took over headlines of being the enabler to the Ukrainian Armed Forces, governments and militaries world over were watching and learning. The opportunity for OneWeb’s defence and government team, was ripe.
The
CHALLENGE
With the world’s biggest defence and security show six months away, 361 was tasked with positioning OneWeb as a leader in its field and showcasing to global governments the capability of the company’s SATCOM offering and why it should be a significant cog in their defence and security road map.
What
we did
With OneWeb’s previously limited external communications in mind, 361 devised a media strategy that saw a constant drip feed of company news, alongside carefully negotiated op-ed placements and game changing interviews with c-suite personnel. Thought leadership included from how low-Earth-orbit satellite connectivity has changed the face of military operations and why governments need an ‘Option B’ with threats from Russia and undersea cable sabotage, to bridging the digital divide. 361 was able to craft a well-thought out narrative across a broad spectrum of global influential media targets that set the agenda for DSEI.
As awareness gained momentum, face-to-face interviews were set up at the show with on-target media including titles such as Janes, Shephard Media, Financial Times, Reuters, Defence News and The Sun.
The weekend before the show, Elon Musk pulled the plug on connectivity in an area of Ukraine which led to significant interest in OneWeb and with detailed messaging mapping the topic, ensured OneWeb was positioned as a viable and reliable satcom option.
The
Results
9.3 billion reach from global media coverage in 255 titles.
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