The Canadian Association of Defence and Security Industries (CADSI) advocates on behalf of its members, which employ more than 60,000 people in small to medium-sized businesses in technology development, cybersecurity, manufacturing, and training across the country. It’s a diverse industry supported by diverse backgrounds – sounds pretty Canadian.
But, Canada’s defence and security is an undefined industry to the public, and Alphabet® needed to shift some misconceptions. There is a wealth of innovation being created in the industry, a passion to improve the lives of Canadians and protect our environment from coast to coast to coast.
By shifting the conversation from what Canada’s defence and security industry does to who it is, we pulled into focus individuals helping to build a stronger, safer Canada.
We created MyNorthMyHome.ca as a hub to share human stories, hear from folks across the industry spearheading amazing innovations, and learn more about the safety and security of our northern communities. From fighter jet pilots to leaders in cybersecurity, welders inspiring the future of women in trades to robotics engineers, through My North, My Home, we met a broad cross-section of Canadians working to make an impact. They shared their jobs, but more importantly, they shared their passion for their jobs, and the satisfaction that comes with keeping Canadians safe.
These stories struck a chord. Our full promotional campaign included traditional media, digital, and experiential channels. Stories were shared across various social media platforms to reach the public and policymakers alike. As a promotional and experiential campaign, My North, My Home demonstrated great value to CADSI’s members, and our paid digital campaigns outpaced expectations generating CTRs that far exceeded our benchmarks.
It’s not always easy to see the results of Canada’s defence and security industry’s hard work in Canada’s North – bringing life-changing innovations to northern communities and protecting our northern borders at the land, air, and sea levels. We couldn’t take the more than 11,000 attendees at CADSI’s annual Trade Show, CANSEC, to Canada’s Arctic in a weekend, but we could bring the North to CANSEC.
We created a fully immersive virtual reality experience to take attendees on a mission through the Arctic on a snowmobile, submarine, and jet. Throughout the three-and-a-half-minute journey, attendees put themselves in the shoes of real people in the industry.watch VR video
Attendees approached CADSI’s booth to a panoramic view of our VR experience, displayed across three vertical screens. We even brought in a genuine snowmobile for players to sit on because while it might be virtual reality, the physical environment plays a huge part in the immersive experience. Our talented team of bilingual activators ensured attendees had a blast and each mission went off without a hitch.