| Advertiser | Royal Navy |
|---|---|
| Sector | Government |
| Buying route | Sponsorship |
| Audience | 16-34 Adults |
| Media Agency: | MG OMD |
| Copy Length: | 60" |
Background
The Royal Navy aimed to expand in recruitment and reach potential applicants especially amongst 16-24s, an audience that has been increasingly difficult to engage. As operations within the Navy modernise, it also looked to shift perceptions to evoke excitement amongst this audience.
Plan
The Royal Navy bought into a ‘Blockbuster Sponsorship’ giving it access to big cultural moments that indexed towards 16-24s like Captain America: Brave New World, A Minecraft Movie and 28 Years Later. This also included Opening & Closing idents as well as rotating Navy creatives in the reel, boosting standout and cut-through even further.
Results
Cinema was integral in helping to outperform expectations and ultimately change perceptions and drive growth.
Shifted perceptions: Cinema significantly improved perceptions that ‘The Royal Navy is a career option for people like me’ by +71%
Drive message recall: Association of the Royal Navy with ‘a career which inspires you to be your best self’ improved by +17%
Boost expression of interest: Cinema achieved the lowest cost per EOI, at 77% less than TV and 50% less than BVOD.