Monday, January 4, 2010

Royal Navy: Life Without Limits

The Royal Navy has been a strong adopter of digital channels in the last year, to drive both recruitment and awareness. Now in their latest campaign, Royal Navy Careers has unveiled a new tv/web ad and a host of online and mobile interactives. Perhaps there's nothing surprising about a military force using online channels, but what's especially interesting in my opinion is their use of social channels. While so many mainstream businesses and brands are scared about using Social Media, here we have an organisation that, under certain circumstances, is directed to kill people, and they're using Social Media. It makes you wonder why a confectionery brand or soft drink would have any reservations?

Questions aside, I really like the new Royal Navy ad. The ad is based around the tag line “Life without Limits” and uses a voiceover inspired by the opening of the 1996 film Trainspotting. The voiceover is provided by Royle Family actor Ralf Little and uses two-word phrases to describe the defining moments in a Royal Navy recruit’s life. The full length version, titled 'Heartbeat', will be supported by nine 10-second adverts that each highlight specific Royal Navy job options.

A Royal Navy spokesperson said, “Digital channels are a key component of the Navy’s communications strategy. In the next two years the Navy will be re-launching its corporate site and is committed to exploring its use of the semantic web, email, mobile and various social media channels that are key to their audiences.”

The ad is part of a new £1.5m recruitment drive; with media planning/buying by Carat, digital development by Glue and 26 London, and digital media planning/buying by i-Level.

The campaign has also seen the introduction of a cross-platform interactive 'Engineering Challenge'. The challenge is available on the Royal Navy site, its Facebook Page, and as a iPhone App.

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