Building a brand fit for the biggest decision of your life: Made in the Royal Navy

The Royal Navy, the United Kingdom's naval warfare force, increased recruitment and reaffirmed support amongst those already serving with a five-year recruitment campaign.

Campaign details

Brand: Royal Navy Advertiser: Royal Navy Entrant: Engine and Wavemaker London Principal authors: Elizabeth Baines, Engine; Ruth House, Wavemaker Contributing authors: Zoe Whelehan and Susanna Cousins, Wavemaker

Introduction

Back in 2014, faced with an incredibly tough five-year goal to increase its manpower the Royal Navy decided to adopt a long-term brand led approach to their recruitment communications.

Limited impact of 'Golden Hello' on recruiting logistic roles