Cannes Lions

TERRITORIAL ARMY RECRUITMENT

PUBLICIS LONDON, London / BRITISH ARMY / 2012

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Overview

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Credits

Overview

Description

To remind people what the Territorial Army do and to get them excited enough to join, we decided to put up a massive poster. But not in the street where anyone would see it. No. This billboard would go where our ideal candidates spend their spare time: up a mountain.

Execution

A team of TA soldiers hauled 3.5 tonnes of equipment up a mountain. Battling sub-zero temperatures and 80mph winds, they unfurled a massive billboard. Its message? ‘DO MORE. BE MORE.’ Their heroics were captured in 3 National TV ads and an online ‘documentary’. Separate interviews and profiles of the soldiers could also be viewed online. Candidates could ‘talk’ to serving soldiers in real time on Facebook. They could also test their own mettle - picking their own team, working out the best routes on the mountain and deciding what to take in their backpacks. (In the real world, all life or death decisions.) And finally, candidates were invited to meet the soldiers they saw on TV, at their local TA Centre.

Outcome

It's too early for comprehensive analysis, but unique visitors to the recruiting website are up 68.8% on last year. Colin Cook, the TA's Marketing Director, had this to say: “With the kind of web traffic the campaign is generating so far, all indications are it will be a resounding success."

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