The National Defense: From muscles to brains

This case study describes how the Danish Defence created a multimedia campaign to change attitudes among young academics towards careers in the military.

The National Defense: From muscles to brains

Campaign details

Agency: OgilvyOne worldwideClient: The National DefenseCategory: Business and Consumer Services

Executive summary

This case study describes how the Danish Defenc created a multimedia campaign to change attitudes among young academics towards careers in the military. The Danish Defence Command wanted to attract 220 young academic applicants to 40 posts within their brand new Officers' Educational Program. However, the target group identified as academics rather than soldiers so the Danish Defence needed to change attitudes. To overcome prejudice the Danish Defence created a multimedia campaign based around...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands