LM&O’s debut campaign rolls out nationwide
ARLINGTON, Va. – A new recruitment ad campaign created for the U.S. Coast Guard by LM&O Advertising taps GPS coordinates and passionate young recruits to attract motivated millennials with an aptitude for science, technology, engineering or math.
Rolling out this month, the national television, radio, print and online ads are the Coast Guard’s first campaign from LM&O, which was named agency of record in May.
“The Workout,” one of two 30-second TV spots, opens with a Guardswoman putting herself through the paces in a gym aboard a Coast Guard ship. “Training is about more than muscle. It’s about inner strength. So I push myself,” she says in the voice-over.
“The campaign aims to strike a chord with young men and women who are self-propelled. They have an inner drive and know they can achieve great things as part of a team,” said Dave Marinaccio, chief creative officer at LM&O.
The agency used geographic coordinates (i.e. representing latitude and longitude) to unify the campaign and engage the Coast Guard’s tech- and science-savvy target audience. The figures flash continuously in the lower left quadrant of the TV spots and stand on their own as headlines in the online and print ads.
“We want the audience to see that a career in the Coast Guard aligns with their skills, piquing their interest in finding out more,” said Marinaccio.
The new campaign, which is slated to run through 2012, retains the Coast Guard’s “Born Ready” tagline, introduced in 2009.
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