Defining the Future of Air Traffic Management

CATEGORY: Film & Digital

The brief

Raytheon is instrumental in the creation of radar. From the Chain Home Command system used in the Battle of Britain, to managing over two-thirds of the world’s air traffic, Raytheon is a world leader in radar technology. They commissioned Engage to help launch their new Monopulse Secondary Surveillance Radar (MSSR), the ‘Condor Mk 3’, into a heavily saturated market in which their existing Condor MSSR was already dominant.

The work

We quickly realised we needed to focus on the benefits of the ‘new improved Condor’ over its predecessor, but that we also needed to remind existing audiences and tell new ones about Raytheon’s pedigree in radar. We created a modular film for use in various markets, and with differing audiences, to tell the new Condor Mk 3 story. We used historical footage and Computer-Generated Imagery (CGI) to create a compelling film. Unbriefed, we also devised a new strapline for Raytheon’s Air Traffic Management capability: ‘Think Radar. Think Raytheon.’

The outcome

Condor and Raytheon remain the dominant force in the Air Traffic Management market, ensuring the safety of tens of thousands of flights and billions of passengers each year. The Condor Mk 3 film has been instrumental in sales and marketing efforts and maintaining Raytheon’s market share.