SOG was looking for a way to capture a bigger market share in an already crowded category—one rich with stories and gritty imagery that all looked and sounded the same. We came up with a way to truly stand out: highlight the core SOG users— Special Opps forces, Smokejumpers, Hunters and Trackers —to attract those on the fringe into the fold. Using "What If" scenarios across a full digital spectrum, we invited knife and tool users to share in a problem-solving dialogue while helping them discover the tools that could help them get the job done.
Banner Ads began the conversation by asking viewers what they would do in a given "What If" Scenario. Links to videos helped them see how the pros handled it.