British Army
Start Thinking Soldier
The task?
British Army recruitment was down and we needed a new way of communicating with an audience that was no longer interacting with traditional advertising channels.
Go where they are
Over an 18 moth period we created a whole new experience, one that integrated high concept TV spots with high quality gaming. The games were designed to highlight and celebrate the skills that the army was looking for. When the audience are gamers - go where they go.
Users unlocked missions
The users effort was rewarded with access to more information and more missions. Gaming environments included driving, marksmanship, sailing, parachuting and problem solving.
The results
The campaign created a huge response nationally, and was awarded multiple times.
But most importantly - the army hit their recruitment targets for the first time in 12 years. A result that hasn’t been matched since.