Driving recruitment for Singapore's most forgotten force.
As the part of the Singapore Armed Forces that is out at sea, the Navy faced an issue recruiting quality servicemen as they were out of sight and out of mind. Rather than running another stereotypical military recruitment campaign, we concluded that the Navy needed a rebrand.
By putting a positive spin on a colloquial phrase, we created "It's Not Crazy. It's The Navy." a brand that spoke of the grit, determination and skill it took to be a Naval personnel. The campaign resonated with our audience, driving 35% increase in consideration to join the Navy.
