Royal Navy looks to drive Reserve applications in football partnership campaign
The Royal Navy has partnered with 15 football clubs, including Fulham and Cardiff, for a campaign as it looks to drive applications for the Royal Naval Reserve.
The campaign, developed and executed by MEC Access, is set to drive awareness of the role the Reserve plays within the Navy.
It centres on substitutions that are made in sport, highlighting that the players are specialists called upon when the manager needs them most. The creative draws an analogy between the role these substitutes play and the role of the Reserves in the Navy.
In partnership with football clubs including Fulham, Cardiff , Sunderland and Rangers, Royal Naval Reserve messaging will be displayed at the moment of real substitutions during football matches at home games, via digital LED messages around the pitch, on the big screen and over the tannoy.
Royal Naval Reserve messaging will also feature on stadium concourse TVs and in match day programmes.
The activity includes monthly national instalments in The Metro’s sports section, profiling the “super substitutes” of sport and a corresponding Naval Reserve, detailing the vital impact they have made to the Navy.
Lieutenant Commander Lee Thorne, marketing manager for the Royal Navy, said: “MEC Access have put together a fantastic campaign to raise awareness of the key role Reservists play in the Royal Navy, in a really accessible way to drive our recruitment targets.
“The game-changing substitutes analogy they’ve developed is a fantastic way for consumers to easily understand this role, and the partnerships they’ve secured are a brilliant platform for that message. We’re looking forward to seeing the results of the campaign”.
The Digital strategy includes placing shorter-form content in front of potential Reservists across Facebook and Twitter, with information about what it’s like to be in the Royal Naval Reserve.