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The navy has a unique position in the Dutch armed forces, being a maritime organisation in addition to its military and expeditionary functions. This makes living and working on board a ship in the navy an experience with many different aspects. In the new seven-part film series, Midden in de Marine! (“In the middle of the navy”), young documentary filmmakers give you a unique and life-like view of that experience.

The navy asked ACA to launch this seven-part series online. The goal: to get as many people in the target group as possible to follow one or more episodes on the website. The target group: primarily young people between 16 and 26; secondarily: parents, family and friends of navy people, as well as navy employees themselves.

At the core of the campaign is the special “independent” website for the film series. Features: e-mail alert option to help generate site traffic (“tell me when new episodes are posted”). Competition aspect: Register for e-mail notification for a chance to win a day on board. Visitors can view and post the episodes and the trailer via their Facebook and Hyves profiles. All episodes are also available on DVD, which makes a handy giveaway at career fairs and info days. Watch the trailer.

Every year, we organise a ‘Girls Day’ with the navy: hundreds of young women are given the opportunity to come on board a navy vessel for a look at what life in the navy is like. The young women have free reign on the ship; they can see what happens anywhere on board, take part in fire drills, and join the crew for the traditional rice table. ACA provides the PR for the girls day. On Girls Day, no topic of conversation is off limits. Even the most prickly of questions will be answered, all under the attentive eye of female journalists. What do the women’s quarters actually look like? Can I buy tampons on board? Can I keep e-mailing my friends and family at sea? Or keep up with Desperate Housewives? Click here for a report on Girls Day 2010 produced by Girlsscene.

KPN is looking for the top talent among graduating college students, who have innumerable business courses to choose from, all with their own offerings: fun parties, trips, karaoke…  But not KPN. KPN has the Serious Business Course. This is not a fanciful, made-up business case, but a case study in hard work: four days of nose-to-the-grindstone with a real business case. But then, that’s what the really talented students are looking for.