The U.S. Marine Corps takes the Leap, supported by Breakthrough strategy.
Part of the U.S. Marine Corps mission is to have diversity in its ranks that matches that of the population. The opportunity was to develop communications that were relevant and compelling to diverse audiences, while being consistent with the overall marketing and communications strategy.
Taking the LEAP with Multicultural Marketing
In support of that objective, Breakthrough designed and executed multiple stages and types of research, including
- Interviews with Marines to document their stories and identify potential themes
- Testing those themes with the target audience
- Pre-release research with Marine candidates and their parents/guardians to gauge response and make adjustments
Seamless dialog was maintained with UniWorld Group, who ultimately developed the creative.
The commercial, Leap, was the anchor of a campaign called Real Talk. It tells the story of the personal transformation of a Black Marine who conquered his fear of water. There is a much higher incidence of Blacks who do not how to swim, although the overall theme is universal. The commercial was reclassified for general market based on the strength of its cross-cultural appeal. It received the 2010 Effie Award in the African American category.
Watch the award-winning commercial below: