Evoke helped UTM achieve 238M total global audience reach during its USA launch campaign and repositioned the company from a specialist defence contractor into a recognised global brand.
The Mandate
Ultimate Training Munitions, known as UTM, had deep credibility within defence, law enforcement and professional training environments. The company’s challenge was expanding beyond its existing contractor profile and building a brand capable of reaching civilian markets, training academies, ranges and wider institutional audiences.
Evoke was brought in to redevelop the brand, launch UTM’s first civilian-market product and create a complete marketing, advertising and communications ecosystem.
The Challenge
This was a different media environment from today. The campaign operated during a period when traditional media still carried enormous influence, especially in specialist, law enforcement, defence and training sectors.
UTM needed to win attention through radio, television, print, industry publications and direct campaigns, while also building a stronger digital and social footprint.
The challenge was to make a technical product and specialist company understandable, desirable and credible to a broader market without losing authority with professional users.
The Strategy
Evoke approached the campaign as a full brand transformation, not a single product push.
The strategy was to create a more recognisable, accessible and commercially scalable UTM identity. This required brand redevelopment, stronger visual systems, clearer messaging, a complete advertising campaign, website development, PR visibility, email growth, social media development and strategic partnership building.
The campaign positioned UTM as a trusted training innovation brand rather than simply a defence supplier.
