Army officer and bouncer diffuse a potentially volatile situation.

Executions across TV, Radio, Press and Posters carried a strong call to action directing people to a bespoke micro-site where they could explore their own potential further. The micro-site took them through military scenarios faced by current Officers and asked them what they would have done in those situations. The red button on Digital TV also directed people to a similar DAL site. Having assessed their own suitability, participants were invited to request a DVD and an information pack containing an application form. Data was also captured from participants on the micro-site, and leads were followed up by phone.