The Army

The British Army's "Start Thinking Soldier" campaign was developed to get people who have not thought about the Army before to warm to the idea.

The Army

Tequila∖London

THE TEAM

Dick Dunford, Troy Leijenaar, Barry LaChapelle, Amanda Forwood, Emma Frampton, Giles McCartney, Jouni Helminen.

WHAT IS WONDERFUL ABOUT THIS WORK?

Start Thinking Soldier was developed to get people who have not thought about the Army before to warm to the idea. These emails achieved amazing results, with a click-through rate from opened emails of 29%: an increase of 17% on The Army's average click-through rate of 12%.

OBJECTIVES

To drive savvy 17 to 21 – year-olds to the campaign website through an interactive experience, ultimately sending them to visit their nearest Army Careers Office.

STRATEGY...

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