Two live conflict zones: a thriving economy and allegations of bullying during training. The Army was suffering its most challenging recruitment drive in the past twenty years & required a radical change in direction to modernise itself.The client wanted a new, multi-media approach that capitalised on the need for disruption, disassociation & discussion. We set out to create an engaging web-portal to make the Army a compelling and aspirational career-choice for 16-24 year-olds.We also wanted to open a dialogue with a wider group of potential recruits than had previously considered an Army-career, regardless of background/education/race or sex.

12 exciting stories were kicked off in TV, Radio and Press ads, but users had to go online to view the whole video and find out what happened next. The filmstrip/light box interface design was used in the print work, and online it allowed users to choose the story they wanted to complete.After viewing the video content users are encouraged to discover more about themselves with the Army Pathfinder; a highly visual psychometric test that gives each user individual feedback and guides them towards actual career opportunities in the Army.

To date we have seen 1,631,362 unique visitors to The Army jobs website - a 64% increase during the first month of launching the TV campaign.

Compared to the last financial year, we have successfully decreased cost p/unique visit by 35%. In a similar vein, after analysing contact behaviour we can provide evidence that our campaigns & website have successfully driven up interest in joining The Army. To date, 25,216 potential recruits have begun the enlistment process. During the first month of launching the website, online applications rose sharply by 61%, while cost p/online application decreased by 18%.