We developed five rich media ads using both bespoke sound and video specifically for the formats.

Each execution dramatises the unflappable nature of a Marine – the ability to stay focused and keep a clear head even in the most adverse conditions. They clearly demonstrate the strength of mind required for the job.To reach our target audience, the ads appeared on a number of different sites ranging from men’s magazines and sports sites to entertainment and social networking sites.We also designed a pre-roll version of one of our ads, which was then placed on video sites where users would be in the mindset to view content with sound. So far the results have been impressive. The interaction rates have been extremely high: 5.2% overall.The videos have registered 4.47m complete plays (on a total of 47m. impressions delivered).The clickthrough rates on the advertising have remained stable throughout the campaign, at around 0.17%, meaning that nearly 100,000 have visited the Royal Marines website so far.