Campaign details
Brand: British ArmyAdvertiser: Capita, for the British ArmyAgency: Karmarama; MediaCom
Summary
Applications to join the British Army were plateauing. With social, political and demographic factors diminishing the recruitment pool, it needed to broaden its pool of potential applicants. Through insight, bespoke research and data analysis, it uncovered a new and surprising benefit with universal appeal - the sense of belonging. Storytelling channels, such as TV, cinema and VOD, showcased moments of authentic camaraderie and strong bonds, while using targeted media and executions helped exhibit a range of individual motivating factors for different audience...