General Dynamics Land Systems

General Dynamics Land Systems

In 2012, General Dynamics Land Systems was faced with a major concern: The US government was in a cost-cutting mode and wanted to halt production of the Abrams battle tank – a crucial program for GD Land Systems. This decision would greatly impact the company’s profitability and cost hundreds of hard-working Americans their jobs.

Real Integrated had to change the commentary around the program. We started by creating the Support Abrams campaign: a series of first-person videos that were placed on a microsite at supportabrams.com. We also ran a targeted digital and traditional media campaign – driving traffic to the microsite to learn more.

We told the whole story of the Abrams battle tank: the Americans that build it and how significant their jobs are. We also spelled out the most important function of the Abrams battle tank: saving lives on the battlefield. It was a campaign that touched on a lot of emotions.

Within weeks of launching the campaign, the editorial surrounding the Abrams program began to change, and the negative stories were replaced with positive. Key congressional leaders began to support the Abrams program, and it was ultimately saved. The Abrams main battle tank remains in production today, protecting the men and women who courageously fight for our freedom.


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