Fallon's QinetiQ ads challenge clients

QinetiQ, the science and technology development organisation, is launching an integrated campaign through Fallon to tell businesses about its services.

Fallon's campaign comprises national press, outdoor and online activity, as well as trade press executions. The above-the-line advertising will be supported by PR and direct marketing activity.

The advertising issues a challenge to big businesses by using the theme "test us". The campaign idea stems from QinetiQ's former incarnation as part of the government's research and development agency, DERA, and draws on its list of achievements over the years, such as inventing infrared sensors.

Media planning and buying for the activity, which breaks on 2 March, is handled by Manning Gottlieb OMD. The challenge was to reach a layer of decision-makers in companies including heads of research and development and chief executives who are looking to buy innovative ideas.

The type of companies that QinetiQ hopes to attract with its advertising include transport companies looking to develop safer travel technology, software companies and those operating in the leisure and sport industries looking to develop new products.

Outdoor activity features photography of some of QinetiQ's experts issuing the challenge "test me", alongside the details of the company's website.

The press advertising uses lines such as: "Is there something impossible we can do for your company? Test us" and: "If it simply can't be done, call us."

Josephine Fawkes, the head of brand management at QinetiQ, said: "The 'test us' campaign showcases how our 7,000 scientists can help commercial businesses embrace real progress."

The campaign was art directed by Glenn Gibbins and written by Simon Roseblade.