CASE STUDY Zoo create the 'Are You Man Enough?' campaign for COI

Provided by Bauer Media
Royal Marines Commando target Zoo magazine's readership of 762,000 to drive recruitment amongst young men.

What was the Challenge / Background of the Campaign?

Recruitment for the Royal Marines was down. Their previous campaign positioned them as an elite force and presented the notion that 99.9% of men don't quite have what it takes to succeed in a career in the Royal Marines Commando. COI briefed the market on this recruitment challenge and Zoo responded to the challenge with the 'Are You Man Enough?' challenge. The campaign was designed to communicate that if potential applicants had the right state of mind, then the Royal Marines Commando would support them in their training programme.

What was the Campaign Objective?

To boost recruitment for the Royal Marines Commando and negate the belief that becoming a Royal Marine Commando was out of most men's reach.

What was the Solution?

Readers of Zoo magazine were encouraged to register online to the Are You Man Enough? channel of The registration process included a quick online quiz to evaluate entrants' state of mind follwed by sign up for one of 18 regional events. The contest consisted of mental and physical tests that separated the men from the boys and had a finish line of £3,000 in techno gadgets and a flight in a Royal Navy Hawk jet. The campaign included advertorials, a micro site, email newsletters, regional events, a final event at the Royal Marines training camp, and PR.

What were the Results?

Zoo conversion rates from registration to competitors was 8.86%, the RM enquiries to entrants is 12.1%. The advertorial granted 11,053 impressions and 4,529 views. Online, there were 8,261 clicks from digital directional media that delivered 63 million impressions. The huge support from the Royal Marines, and talks of a year two from COI are our ultimate signs of success.

What were the Key Learnings of this Campaign?

The promotion was completely integrated, both in terms of platforms and collaboration. It went beyond the pages of the magazine and became a powerful, impactful campaign. This was a completely innovative project for the Royal Marines.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details762,000 readers of Zoo. 88% male audience. 55% under 25.
16 - 24Male
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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