| Title | ON BOARD CAMERA |
| Brand | LA MARINE NATIONALE |
| Product/Service | HR COMMUNICATIONS |
| Category |
A02. NON-FICTION: SERIES OR FILM |
|
Entrant Company
|
HAVAS WORLDWIDE PARIS, FRANCE
|
|
Contributing Company
|
HAVAS WORLDWIDE PARIS, FRANCE
|
|
Production Company
|
HAVAS PRODUCTIONS Puteaux, FRANCE
|
Credits
| Coffre Christophe |
Havas Paris |
Creative Director |
| Michel Dolbec |
Havas Productions |
Creative Director |
| Christophe Fonseca |
Christophe Fonseca |
Director |
The Campaign
Branded content is quite new in France, especially for institutions like the Army. Therefore, selling this idea to the French Navy was a true challenge.
Results
In a recruitment drive aimed at the younger generation, the French Navy has enlisted the help of a film journalist to capture a realistic portrait of life on board.
The Navy faces stiff competition from large private and public industrial companies, who are better recognized amongst young people as potential recruiters. The main challenge for the French Navy is therefore to educate this generation about the military world and its career potential.
This campaign of 100 vidéos that can be watch on the youtube navy channel became also a 21 TV short programms that completely immerses you in the world of a naval serviceman.
The hastag #etremarin was also launch at the same moment. It alows the publics to interact each other and to initiate conversations with the navy HR communications services.
"Caméra Embarquée" was promoted online via a campaign of video banners broadcasted on websites young people frequently visit (Youtube, Allociné, Yahoo, L'Equipe, ...). These banners showed a teaser of the programme or some extracts.
In less than three weeks, over 1.2 million people had viewed the videos on YouTube. The traffic on the website reached a climax of 320 000 unique visitors and 830 000 page views. Moreover, the videos were liked more than 3000 times on Facebook. "Caméra Embarquée" also became a series of 21 TV short programs, which reached over 550 000 viewers. For the French Navy, this branded content helped them recruit 3000 young people. But, what's most important, is the fact that the candidates had a better knowledge of what life as a sailor is.