The Brief: convince graduating students that a career with the Navy as a Naval Systems Specialist (NSS) is exciting. The Idea: we created the 'TransMariners'. These characters represent the ultimate NSS, they're highly adaptable to quick-changing conditions in a variety of roles.

The Execution: banners, a website and a Java game for mobile phones. The site had a viral component to collect new email addresses for future marketing activities. This integrated campaign also included a TV commercial, press ads and bus shelter posters.The Results: the response rate is at 2.6% (considered high as recruits have to committhemselves to a 10-year contract).