HM Armed Forces
There are many people with the potential to become a Royal Marines Officer who have not previously considered joining the armed forces. Rather than run a conventional ad campaign, we created a virtual mission allowing people to see if they have what it takes. ‘Command a Commando’ put people in charge of a troop of Royal Marines Commandos and gave them the chance to make decisions under pressure. Over 83,800 people experienced the mission in the first three months with the average visitor engaged for over six minutes and almost a quarter of visitors returning once or more. Target for expressions of interest exceeded by 160%.
The campaign won Best Game at the 2012 BIMA Awards.