Product category:
Internet, email, search, web design
News Release from: Twentysix (London and Leeds)
Edited by the Marketingservicestalk Editorial
Team on 03 October 2007
Twentysix London creates Marines website
Full service digital agency twentysix London has developed a revolutionary new website for the Royal Marines - one of the world's most elite fighting forces.
The site supports both a new integrated recruitment campaign and the associated refresh of the Royal Marines' overall communications strategy Under the proposition "It's a state of mind", the campaign and site focus on the qualities that differentiate the elite Royal Marines from the Army, and highlight the work that the UK's "go anywhere" amphibious forces undertake in some of the world's most extreme environments
This article was originally published on Marketingservicestalk on 21 Jun 2007 at 8.00am (UK)
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After spending many months with serving Marines and new recruits, the agency has created a site that delivers a highly engaging user experience and acts as a window on life in the Corps.
This ranges from detailed information on the Corps and its current operational duties, to a content rich weapons and equipment section, an online Marines training tool and video diaries from recruits.
The Weapons and Equipment section uses blue-screen filming techniques to represent real Royal Marines in a variety of environments.
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It required the agency to spend several days at the Commando Training Centre in Lympstone, filming Marines using a variety of weapons and equipment.
As recruitment is an important element of the site, twentysix London also developed an online training tool that allows users to prepare themselves physically and mentally for the initial selection process for the Royal Marines.
This includes video presentations by the chief Physical Training Instructor at the Commando Training Centre on training techniques, and individual training schedules based around personal fitness levels.
All content can be downloaded onto personal video and audio players.
In addition, the site is following 946 Troop as they progress through the 32-week Commando course - the world's toughest infantry training programme.
This includes video diaries and still photography, which is updated on a weekly basis.
The website is an integral part of a wider Royal Marines recruitment programme, and twentysix London has worked with the above-the-line agency WCRS to develop digital versions of the creative executions for cinema and outdoor.
This includes the new cinema ad, which plays on the homepage, the ability to download all of the campaign posters, and an audio version of the copy from the outdoor activity.
There is also a screensaver and a video of the outtakes from the cinema ad.
Paul Coffey, twentysix client services director, said: "Our team was incredibly impressed with the professionalism, discipline and mettle of the people they met - it really helped us to bring the site to life and communicate what makes the Royal Marines one of the world's most elite fighting forces.
"The Marines were absolutely fantastic to work with: they had a totally can-do attitude.
"Nothing was too much trouble, which meant we were able to get some excellent footage that looks fantastic on screen".
Liz Ridgway, marketing manager at the Directorate of Naval Recruiting, said: "The new Royal Marines website does a fantastic job of talking to a wide range of audiences - from potential recruits to veterans and the media.
"The site gives a 360-degree view of the Corps, as well as a taste of what it means to be a Royal Marines Commando.
"The quality and innovation of the work produced by twentysix London is a testament to the passion they displayed in the project and the close relationship they built with the Royal Marines".
The campaign runs from 1 October to 31 March 2008 and includes cinema, ambient, press and online advertising.
All agency appointments have been managed through the Central Office of Information (COI).
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