WAVV was selected following the appointment of Tri-Direct for media planning recently.
The campaign will encompass targeted direct mail, email and inserts through appropriate specialist magazine titles and will be aimed at young men aged 16-31. The activity will break in the autumn and will drive traffic to a Royal Marines recruitment line and microsite.
The aim is to generate higher quantity and quality of responses through direct response activity while also proving direct marketing can be an effective recruitment medium for this youth audience.
Gillian Stevens, head of marketing at the Royal Navy, said: "We wanted to develop the current hard-hitting creative of the above-the-line campaign and introduce more targeted ideas for the direct campaign. The nature of Royal Marines recruitment is highly select and our recruits must demonstrate courage, determination, teamwork and strength of mind."
Stevens said that WWAV's creative strategy was felt to be the strongest to help the Royal Navy meet its recruitment targets for the Royal Marines and to test direct marketing as an effective recruitment method.
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