Tackled the Gatekeepers first - created an 'oath' as a reminder of the history and commitment to New Zealand made by Navy personnel.
I then moved on to target recruits, showing them the complexity, the adventure, the good times and the variety that comes with an extraordinary career. Video mobile had just launched, so we rode that wave.
An important part of the recruitment/brand task was to fill the quota of Officer positions - I developed our message into 'Lead a Life Less Ordinary".
The final phase of the campaign congratulated those who had achieved 'the life' and attracted those who were looking for that something extra - they didn't just want good, they wanted as good as it gets.