Challenge
Brand Opportunity With 125 years as a brand, Savage Arms is one of the largest manufacturer of firearms in the world. That much expertise has shaped their product development strategy to the point where they don’t enter a market unless they truly believe they’ve developed something better for the consumer. Spotting an entry into a crowded field, they used their Better Comes Standard brand promise to develop the Renegauge—a workhorse autoloader flush with smart features and a fresh attitude. They turned to us for an integrated omni-channel campaign to drive awareness and create demand.
Solution
Campaign Insight & Idea We knew the campaign would have to stand out to catch the attention of media, dealers and hunters conditioned to reach for anything but Savage Arms when it came to shotguns. That challenge led us to the campaign’s core emotional insight: every hunter gets to their destination on a different path, what unites them is a rebellious spirit that they always know the best way to get there. That’s the Renegauge way. Not following others, but rather flying true to how you do things and see the world. The campaign and renegade mindset launched in a big and bold way, too, in SHOT Daily — the largest publication of the largest firearm trade show in the world. Thereafter, unique print and digital was targeted to all three. That key piece of hunter psyche gave the campaign legs across more than flooded fields and ground blinds—it launched Renegauge with an ownable message and attitude. Striking a bold tone with the campaign messaging had another advantage—a way to justify feature sets and prove the value of a premium price point. How it Connected After developing a comprehensive demand creation plan that would launch the shotgun in the market we set out finding hunters who carry a driven, rebellious spirit. Using our extensive experience and network of outdoor enthusiasts, we put together an experiential production that tripled as an influencer documentary shoot, broadcast shoot and press trip—all in one location. The “Fly True” documentary story was followed, documenting the harsh conditions and relentless waterfowl pursuit of Chad Stone, owner of Stone Prairie Outfitters and former Nashville singer-songwriter. The “Fly True” documentary story was followed, documenting the harsh conditions and relentless waterfowl pursuit of Chad Stone, owner of Stone Prairie Outfitters and former Nashville singer-songwriter. Broadcast spots aired across North America highlighting the versatile spirit and toughness of Renegauge. This production approach primed us, and our influencers, with assets to turn on an omni-channel launch that included paid print and digital, social tease, social approach, email, owned website, retail activation and more. By inviting key endemic press to the “Fly True” production we ensured the story of Renegauge would come through loud and clear.
Results
Results/Momentum Following a buzzworthy launch at 2020 Shot Show, the Renegauge campaign earned Savage a differentiated spot in a market of established players. Sales forecasts are strong within dealers and the Renegauge landing page has become a top-visited page on SavageArms.com.
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