Screen Magazine: Vol. 28, Issue 8

Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 28, Issue 8 - Index

As everyone knows, the 18-to-24 demographic
is not the easiest to reach, and with the
proliferation of alternative media outlets,
they’re getting even more difficult to find. Are
they online, on their cell phones, texting, IM’ing,
MySpacing?
Being able to pinpoint the location and
interests of today’s youth is like trying to find
your car keys at 6:30 in the morning. Now
imagine trying to engage that demographic
when you’re a branch of the Armed Forces…
during wartime.
In a new campaign for the U.S. Navy, Campbell-
Ewald has taken on the challenge with a strategy
they refer to as “Surround Sound.” In other
words, if you don’t know where your audience
is, be everywhere they might be.
“Because this audience is so oriented on
multi-tasking, we provide them information
everywhere,” says Joe Gaulzetti, SVP,
management supervisor on the U.S. Navy
account. “Anywhere and everywhere, they’re
interacting with information, whether that is on
a mobile phone, TV or the Internet.”
Three new spots, “Ribbons,” “Wave” and
“Drones,” are all finished in HD so they can be
utilized in nearly any media outlet. And while all
three spots are an effort to add a more human
element to advertising the Navy’s mission,
“Ribbons” also includes footage provided by
the Navy that showcases its humanitarian relief
efforts. These include providing aid to Southeast
Asia after the 2004 tsunami as well as to the
Hurricane Katrina-ravaged American South.
These efforts were as surprising to the
Campbell-Ewald teams as they are sure to be to
their target audience. “Before I started working
on the campaign, I didn’t realize exactly how
much [the Navy] did,” says VP, Art Supervisor
Al Majewski. “I was surprised to find out
exactly how much work they do in humanitarian
efforts. So the campaign started to develop
from that point.”
It’s this synthesis of message and media that
Campbell-Ewald is hoping will engage the young
adults of today. The agency hopes to interest
them in not just the Navy’s role in the Middle
East and the global “war on terrorism,” but
also in the possibility that they may engage in
humanitarian efforts, giving something back to
both their communities and the world.
“A lot of what we’re able to do is deliver not
only a great message, but deliver that great
message through the media that this audience
is interacting with,” says Gaulzetti. “So it’s very
much a matter of the media also [being] part of
the message.”
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