Army launches groundbreaking recruitment campaign

The British Army is to launch a groundbreaking marketing campaign in an attempt to encourage recruitment among young people.

The British Army is to launch a “groundbreaking” marketing campaign in an attempt to encourage recruitment among young people.

The “Start Thinking Soldier” campaign breaks tonight (April 6) with the first in a series of four television spots to rollout over the next four months. Each ad highlights an area of army expertise including teamwork, decision making, leadership and fitness.

At the end of each film, the viewer is presented with decision making dilemma and is asked to decide “what would you do?” from a choice of three options.

All four ads feature the strapline “Show us your army skills…start thinking soldier. Online”.

The campaign has been devised by Publicis and accompanying digital activity, by Publicis Mojo. The latter allows users to take a range of online challenges that aim to test users’ observation, problem solving, memory, navigation and problem solving skills.

Feedback will then be provided on performance and users’ skills and weaknesses.

The Army Recruitment Group says it must look at “exciting and innovative” ways to engage with its target recruitment base in order to hire the 15,000 new soldiers it needs to recruit each year.

It has been reported that the Army has seen a spike in interest in light of the increase in unemployment. A spokeswoman says that although it has seen a boost in enquiries it was too early to say whether this had anything to do with the recession.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here