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.

CA.LL - California Calling

I'd be very surprised if you haven't seen the 'California - Find Yourself Here' ad that is part of the VisitCalifornia.co.uk. As far as ads go, this may have the most impressive array of stars packed into a mere 30 second ad.

But so what you ask?

Well, California Tourism’s latest campaign has gone live and it's taking that ad to the next level. Introducing a seriously cool prize through a user generated competition mechanic, the campaign looks set to follow in the foot steps of a number of recent UGC campaigns that have proved extremely engaging. So what is this one all about? Check out Adam Buxton explaining exactly what's going on...

So essentially members of the public are being invited to audition for a part in the commercial by uploading videos. All you have to do is explain why you should be chosen to appear in the ad and then it's all down to a public vote. A winner will be selected in March and flown out to California to experience full VIP treatment whilst filming their part in the ad, which will be aired next April.

As well as the microsite and YouTube channel, the campaign is also live on Facebook and Twitter.

What you're really wondering though, is what's the prize? Well, as I said, it's a whooper. Basically it's first-class everything with a full VIP treatment to boot. You and a friend will be given USD$1000 and sent on a whirlwind tour of the Golden State. Full details are here.

Finally then it's just a matter of checking out the competition, so to speak. Here's the videos already uploaded.

Guinness 250: New Year's Eve

Following up on my earlier post, here is last night's live Guinness ad. Absolutely brilliant stuff. Hat tip to Guinness.

Guinness 250: New Year's Eve

I hope to get a video of the live ad up a little later, but for the moment here are some photos.

2009: A Review (Briefly)

I had hoped to write a big post giving a full review of Digitology's 2009 but unfortunately I'm running late to drive up to Carlingford for New Year's Eve, so instead here is a quick review of all of you who visited me in the last year. A huge thanks to each and every one of you who took the time to read some of my ramblings :)

Visitors

• Visitors 39,348
• Unique Visitors 27,150
• Pageviews 55,792
• Average Pageviews 1.42
• Time on Site 2min 12secs
• Total Time on Site 60days 2hrs 45mins 36secs

Visitor System Specifications

• Browsers
• Firefox 53.25%
• Internet Explorer 26.60% (of which 6.7% using version 6.x or below)
• Safari 12.96%
• Chrome 5.20%
• Other 1.99%

Operating Systems

• Windows 67.00%
• Macintosh 21.76%
• Linux 9.47%
• iPhone 0.96%
• Other 0.81%

Screen Resolutions

• 1280x800 20.07%
• 1440x900 17.12%
• 1680x1050 15.96%
• 1280x1024 15.42%
• 1024x768 15.14%
• 1920x1200 3.17%
• 1152x864 1.31%
• 1600x1200 1.31%
• 320x396 1.15%
• Others: width less then 800px 1.57%
• Others: width greater then 800px 6.78%

Flash Version

• 10.x 84.98%
• 9.x 14.76%
• 8.x 0.09%
• 7.x 0.09%
• 6.x 0.07%
• 5.x 0.01%

I hope, whatever you're doing tonight, you have a fantastic New Years Eve and a brilliant 2010.