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Royal Marines target `Quantum of Solace` moviegoers with recruitment ads

11-Nov-2008 • Quantum Of Solace

The Royal Marines are aiming to recruit fans of James Bond's latest film, Quantum of Solace, with a cinema and mobile advertising campaign, reports The Guardian.

Marines will be visiting 20 cinemas around the country this month to meet movie-goers and answer questions about a career as a commando.

The campaign, titled "State of mind", includes a cinema ad that depicts a tense swamp ambush and a mobile video campaign.

Click here to watch the video online.

Mobile video content, which was created by digital agency twentysix, will be made available via Bluetooth in 120 cinemas before and after showings of Quantum of Solace.

The 45-second clip opens with the line "You may have something we are looking for", and features footage of marines in action. It ends with the strapline "It's a state of mind".

Paul Coffey, the twentysix managing director, said that the campaign "sits well with the Bond theme, conveying the drama and excitement of life with the Royal Marines as well as delivering the important recruitment message".

The cinema ad, created by ad agency WCRS, aims to "give viewers a taste … of the qualities that differentiate the elite Royal Marines from the army".

Liz Ridgeway, the Captain Naval Recruiting head of marketing, said: "This campaign is a well executed example of digital integration, bringing together cinema, mobile and online to deliver a campaign we are sure will engage potential recruits and encourage them to visit our site and learn more about us."

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