The campaign, which aims to appeal to 16- to 34-year-olds, will launch on 4 January as part of a new £1.5m recruitment drive. It has been created by WCRS and is the latest in its “Life Without Limits” series.
The 30-second ad shows a series of clips of the life and decisions of a young navy recruit with Little providing commentary on each image.
The main TV ad will be supported by nine 10-second ads that highlight specific navy job options. The navy is also running a digital ad campaign, outreach events and regional media drives. It has overhauled its recruitment website.
Media planning and buying for the campaign has been handled by Carat. Digital advertising has been developed by Glue and 26 London with digital media planning and buying by i-Level.
It could be the last work done by Glue and 26 London on The Royal Navy account. The COI is seeking a new digital marketing agency for the Royal Navy to take forward its digital communications strategy, including a redevelopment of its corporate website.
The successful agency will be tasked with implementing a strategy that places digital at the heart of the Royal Navy comms plan, creating a new look and feel for the Royal Navy’s web estate (within existing brand guidelines), as well as procuring and implementing a new contact management system (CMS).
COI has asked 6 agencies to tender for the business. Pitches are expected to place in February.
A COI Interactive Services spokesman says: “Digital channels are a key component of the Navy’s communications strategy. In the next two years the Navy will be relaunching 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. As such COI is committed to helping them appoint the right full service agency to meet these digital requirements.”