News / Press Releases

Royal Marines seeks out recruits via integrated mobile campaign

The Royal Marines and the Central Office of Information (COI) have engaged mobile agency Incentivated to develop and deliver an integrated mobile campaign in their recruitment drive to coincide with the release of the latest James Bond movie, Quantum of Solace. The campaign, which combines SMS, a WAPsite and Bluetooth, delivers exclusive Royal Marines content repurposed for mobile at cinemas nationwide.

Bluetooth leverages the immediacy of mobile in the most arresting way possible for this target audience and also supplies rich, data-capture opportunities. The Bluecast not only delivers video footage but supplies a clickable link taking prospects direct to the Royal Marines' recruitment WAPsite. Posters accompanying the campaign also carry an SMS call to action linking to the mobile internet site. The site offers a range of download opportunities for Royal Marines video and image content, but is also designed to capture names and emails to subscribe people to the regular Marine's e-newsletters. The campaign was supported by real Royal Marines in participating cinemas pointing users to the various ways prospects could register their interest and keep in contact with the force.

Jonathan Bass, Managing Director at Incentivated, comments:

"Our challenge was to harness the mobile habits of this elusive target audience whilst respecting the sensitivity of contacting under 16s with armed forces recruitment messages. The SMS and WAP contact strategy achieves the goal, provides a clear audit trail, but allows participants to receive tailored marketing messages going forward. Using both Bluetooth and mobile display ads together in one campaign allows us to compare and contrast these different acquisition media; we all know they have different pros and cons."

Denise Breslin, Head of Sales at Bluepod Media, adds:

"We applaud the COI and Incentivated for creating and delivering content of exceptional quality. The Royal Marines campaign is a case study in producing 'made-for-mobile' content which combines industry leading creativity with maximum usability".

To view the Royal Marines WAPsite, text MARINES to 62233. To view the video, click the 'See Us in Action' link.