Royal Australian Navy launches live gaming event

The Royal Australian Navy has conscripted media agency UM and branded entertainment firm Ensemble to produce a live gaming event to position the navy as “modern, relevant and cool” among 16-25 year olds.

The event, which was promoted on radio, launched in Sydney last week, drawing 400 gamers to Hoyts Cinema Complex at the Entertainment  Quarter. Navy personnel were on site to show gamers how gaming contrasts with the real thing. Radio station Nova broadcast live from the event.

“The primary focus for this event was to position the Navy as modern, relevant and cool for our target audience of 16-25 year olds; to demonstrate the core value of Navy, which is teamwork, and to engage potential recruits to find out more about a Navy career,” said Katherine Humphries, client service manager at UM.

“This event offered the Navy carefully targeted consumer engagement which will help us position the Navy online as exciting, modern and based on teamwork as well as translating into some quality leads for Defence Force Recruiting,” said Lauren Rago, Navy marketing manager.

“The multi-player game formats and the cutting edge video and audio sensory experiences gave gamers a bit of a feel for what a career in the Navy would be about–  exciting, grounded in teamwork, modern and relevant,” she added.

After the event, players were emailed a link to their photos so they could tag themselves on Facebook and see other links to action on the day.

A highlights video was created for the Defence Jobs website where gamers are encouraged to find the footage and photos from the event, as well as get information on jobs in the Navy.


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