// TURNING BROWSERS INTO ADVOCATES
Client: Royal Navy
Country: UK
Title: Get The Message
Challenge:
Glue London wanted to demonstrate via rich video and mobile how life in the Navy is cool, combined with a
strong viral element to drive recruitment and raise brand awareness.
Campaign:
Glue chose Sponge to deliver the vital mobile element of the campaign. Visitors to the website www.getthemessage.net were able to choose one of 5 short video clips, representing the different scenarios to be experienced in the Navy. The user then typed in a personal greeting and entered a friend’s mobile number. The text was then overlaid onto the video - with a dynamic voiceover of the friend’s name as a sound file - and delivered to the friend’s mobile.
This allowed users to create dynamic, personalised messages to send to friends as a way of challenging perceptions around life in the Navy as being ‘uncool’ or ‘boring’.
Once the individual received the video, they could forward the message to another friend, who also had the ability to send a personal message via WAP; thus further accentuating the application’s viral potential.
Results:
Over 1.125m people visited the microsite, and each unique sender forwarded it to an average of 1.9 people.
The Royal Navy captured around 40,000 contact details for future CRM. The campaign won a number of major awards including a Cannes Bronze Lion.
