RKCR targets Royal Navy recruits

The Royal Navy is launching an integrated ad campaign by Rainey Kelly Campbell Roalfe/Y&R to attract ambitious and talented recruits.

The cinema-led activity, which is supported by TV, radio and press ads, breaks this week. It aims to establish the Navy as a "global guardian", while raising its profile as a credible employer.

In the first ad,"gunner", the scene is set in a dramatic gathering of world leaders who are debating what action to take against a raging civil war. A voiceover states: "A civil war is destabilising a whole region and within hours rebel forces will provoke a wider conflict by launching a missile at one of our ships. Who is going to stop them?"

The delegates turn to a young navy gunner in the centre of the room. Suddenly the background changes and the young man is transported to the heart of the action, helping shoot down the rocket as the operator of an anti-missile system. The endline reads: "The Royal Navy. Be part of something."

A second execution focuses on a young female medic.

Tony Harris, the managing partner at RKCR, said: "In order to produce effective recruitment advertising that really stands out, we've developed work that depicts the Navy's role on the world stage and the vital role played by every recruit in an honest, current and relevant way."

The ads were written by Brian Cooper, art directed by Jason Stewart and directed by Steve Reeves through Another Film Company.

Media planning was handled by Mediaedge:cia, with media buying through COI Communication's roster agencies.

The primary target audience is 16- to 24-year-old males. The press activity to support the cinema work accordingly concentrates on high-profile lifestyle magazines including FHM, Loaded and Maxim.


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