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Royal Marines 'State of Mind'

Agency: twentysix/WCRS

Client: Royal Marines

The Royal Marines are targeting Bond fans as potential recruits via cinema advertising and their first-ever mobile Bluetooth campaign. 

Digital agency twentysix, which last week won an Interactive Marketing and Advertising award for its recruitment work for the Royal Marines, has created the video content which will be broadcast to mobiles via Bluetooth in 120 cinemas across the UK before and after Bond's latest Quantum of Solace.
The 45-second video will give viewers a taste of the Royal Marines’ State of Mind proposition which focuses on the qualities that differentiate the elite Royal Marines from the Army, and highlights the work that the UK's “go anywhere” amphibious forces undertake in some of the world’s most extreme environments.
Viewers will be encouraged via the mobile campaign to click through to a WAP site, which twentysix developed in conjunction with Incentivated, where they can download additional State of Mind content and register to receive the monthly Royal Marines newsletter.
The cinema campaign created by WCRS, which depicts the drama of a swamp ambush, will also break on November 8.
Royal Marines will be appearing in 20 cinemas around the country on 8-9 and 22-23 November to meet movie-goers and answer questions about a career as a Commando.
Paul Coffey, managing director at twentysix, says, “This is a creative and well targeted campaign that uses a variety of relevant  media to engage with a younger audience ,and content that sits well with the Bond theme, conveying  the drama and excitement of life with the  Royal Marines as well as delivering  the important  recruitment message.”

Liz Ridgeway, head of marketing at the Captain Naval Recruiting, says: “This campaign is a well-executed example of digital integration, bringing together cinema, mobile and online to deliver a campaign we are sure will engage potential recruits and encourage them to visit our site and learn more about us.”

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