Sunday Quickie: When 'Not For You' Becomes Irresistible Messaging
dare to be the 0.01%: The brilliant psychology behind The Royal Marines' most iconic recruitment campaign
In Sunday Quickies I share how brands show up in the world and shape our experience. I share a quick exposé/spotlight on a brand. Add your POV in the comments.
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If you were 18+ yrs old circa 2001 & living in the UK, there’s no way you don’t remember the 99.99% Need Not Apply recruitment campaign by The Royal Marines.
This is one of the best TV ad campaigns of all time. Have a watch, and then let’s break down its branded genius!
Let’s analyse the campaign strategy to understand exactly why this campaign is so iconic (and why some thought it was a little too exclusive)…
— 👉🏼 Campaign Objective
Recruit people who are highly motivated, physically fit, and seek a mentally & physically challenging career.
— 👉🏼 Campaign Insight
The training required to become a commando in The Royal Marines is rigorous, requires a certain caliber of physical & mental strength, and few have what it takes.
— 👉🏼 Campaign Story
Being a Royal Marine is an elite achievement, requiring intense determination and athleticism that only a small percentage of people are motivated enough and physically fit enough to achieve.
— 👉🏼 Campaign Message
Joining the Royal Marines is not for everyone; it requires a unique set of qualities and a strong will to succeed. It’s an elite unit that demands the best of the best.
— 👉🏼 Campaign Copy
Tagline 99.99% need not apply is provocative and exclusive, daring people to prove they have what it takes to join the Royal Marines.
All in all, so powerful I remember its nitty gritty detail 24 years later.
Funnily enough, the campaign faced criticism for discouraging potential recruits because of its exclusive tone. However I think that was the point. It successfully filtered out the 99.99% who don’t have what it takes.
Ex-Marine Simon Jeffries [@the.natural.edge on IG] says it spoke to something inside of him:
… and youtube comments signal it resonated with the general public too…
Fast-forward 22 years, and they’ve shifted to a story & message anchored by a winning mindset. This campaign has been praised for balancing exclusivity with inclusivity:
‘Within you is the best you. It’s a state of mind.’
I love both approaches.
What do you think? Which one do you love best?
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