EXPAND the Navy brand strategy of LIFE ACCELERATION throughout the entire decision-making chain. Implement communications that surround and support the ongoing process and influential participants – prospective recruits, parents and teachers. Utilise relevant media to maximise the Navy message in a thorough and all-encompassing marketing plan. Reinforce overall brand strategy in a highly synchronised approach – including STRONG, consistent DM communications at SELECT POINTS throughout the decision-making process. Creative elements: HARD DRIVING rock music from the band GODSMACK. A high-impact, VIBRANT graphic style that strongly reinforces the notion of ACCELERATION. Copy written in a unique 'voice' that is PROVOCATIVE ...and effectively says "think NAVY!"

The Navy has MET AND SURPASSED all of its recruiting goals for a record-setting 20 CONSECUTIVE MONTHS (the first time this has been accomplished by any U.S. military branch since the inception of the all-volunteer armed forces in 1974). The integrated Navy campaign produced 3,137,849 HITS to the new Navy web site and 665,511 gross leads. It also created 321,790 ELIGIBLE LEADS (a response rate of almost A THIRD OF A MILLION potential recruits).