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.


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