Launching Fering's Pioneer X

Fering approached Canny Comms with a significant challenge: introduce their revolutionary all-terrain, fully electric/biofuel military vehicle—the Pioneer X—to the notoriously conservative defence sector. As an unknown vehicle brand with groundbreaking capabilities, including 80km of silent electric operation and a 7,000km hybrid range, Fering needed to quickly establish credibility and generate interest among military decision-makers.

The campaign needed to transform complex engineering concepts into compelling narratives that would resonate with defence procurement teams. With just three months to prepare for the International Armoured Vehicles (IAV) event in January 2025, we needed to develop a strategy that would cut through the noise at a crowded industry gathering.

Our multidisciplinary team of communications experts, engineers and ex-military personnel developed an integrated campaign that highlighted the Pioneer X's revolutionary stealth capabilities. We created a strategic messaging framework focused on five key pillars: engineering excellence, capability, reliability, sustainable innovation, and precision British engineering.

We implemented a tiered media relations approach, crafting bespoke pitches for national, defence specialist, and technology publications. Rather than pursuing volume, we targeted 25 priority journalists across 15 key publications with tailored content.

The campaign combined exceptional off-road video footage with CGI showreels demonstrating the Pioneer X's stealth capabilities in realistic operational scenarios. We prepared Fering's spokespeople as "technical translators" who could explain complex engineering in accessible terms, while our exhibition stand showcased the vehicle's innovations through live demonstrations.

The campaign dramatically exceeded all objectives. Coverage was secured in four major publications—The Telegraph, Daily Express, Jane's Defence, and European Defence Review—reaching a combined audience of over 8 million readers. 92% of coverage included at least three of our five key messages, with stealth capabilities mentioned in 100% of articles.

Digital engagement soared across platforms with our LinkedIn content achieving a remarkable 23.6% average engagement rate—nearly six times higher than the industry standard. One thought leadership piece generated 83,000 impressions, more than 40 times the normal engagement. On Instagram, we reached 11,184 profiles (exceeding the target by 11.8%), while our technical showreel videos received 18,691 views across platforms.

The campaign delivered exceptional business impact, generating enquiries from multiple military forces (including Dutch special forces and Singapore), interest in urgent orders from three countries (Malaysia, Poland, and Hungary), exclusive negotiations with a UK defence Prime company, and interest from major defence companies, including BAE Systems and BHE.