The Royal Navy Life Without Limits Responsive Campaign

The Brief

Creation of digital aspects of the ‘Life Without Limits’ Campaign, which aims to appeal to 16 to 34 year olds and is at the heart of a major Royal Navy recruitment drive to engage with a number of youth recruitment segments from school leavers to graduates.

The Solution

The “Life Without Limits” campaign was designed to show the breadth of life experiences gained by joining the Navy and the app is designed to show a year in the life in Navy by connecting to Facebook and blending the user’s timeline images with real serving personnel’s pictures to illustrate how different your life would be.
The digital element of this campaign was designed to support the TV and outdoor activity, users where driven to the Facebook app via Shazam and PPC and search optimisation. The campaign dynamically rendered feeds of images and information from users' Facebook accounts via their real-time APIs into a flowing timeline adapting the latest JQuery methods.

The Results

The campaign helped drive engagement with social channels and was responsible for a +41.51% increase in expression of interest of joining the Royal Navy compared to the previous year’s equivalent recruitment campaign.

View the campaign on The Royal Navy website