British Army: Start Thinking, Soldier
The British Army, working with Publicis London, needed to attract new recruits in 2010. The challenge was to engage a digitally-native, potentially sedentary youth audience, transforming "couch potatoes" into potential soldiers. They wanted an immersive digital experience that showcased the excitement and challenge of military service, encouraging them to "start thinking" about a career and ultimately drive recruitment interest.
Creative Idea
The British Army built virtual online missions, challenging recruits to prove they had soldier potential.
The British Army created an interactive online campaign that challenged potential recruits to test their skills through a series of virtual military missions, aimed at transforming couch potatoes into potential soldiers by engaging them through an immersive digital experience that showcased the excitement and challenge of military service.
Creative Strategy Deconstructed
Company
The British Army provides authentic, high-stakes tactical training and the prestige of elite decision-making skills. They offer a unique environment where mental agility is as vital as physical endurance.
Category
Recruitment ads typically rely on passive cinematic storytelling and 'glory' imagery. They focus on the 'what' of soldiering rather than letting the audience experience the 'how' of tactical thinking.
Customer
Young, digitally-engaged audiences crave validation of their skills and are bored by one-way communication. They want to know if they actually have the 'right stuff' beyond just playing video games.
Culture
The rise of immersive web 2.0 experiences and gaming culture allowed for complex, interactive recruitment. It tapped into the zeitgeist of proving skills through digital performance and gamified challenges.
Company
The British Army provides authentic, high-stakes tactical training and the prestige of elite decision-making skills. They offer a unique environment where mental agility is as vital as physical endurance.
Category
Recruitment ads typically rely on passive cinematic storytelling and 'glory' imagery. They focus on the 'what' of soldiering rather than letting the audience experience the 'how' of tactical thinking.
Strategy:
Challenge gamers to prove their mental tactical worth through interactive missions to bridge the gap between fantasy and service.
Customer
Young, digitally-engaged audiences crave validation of their skills and are bored by one-way communication. They want to know if they actually have the 'right stuff' beyond just playing video games.
Culture
The rise of immersive web 2.0 experiences and gaming culture allowed for complex, interactive recruitment. It tapped into the zeitgeist of proving skills through digital performance and gamified challenges.
Strategy:
Challenge gamers to prove their mental tactical worth through interactive missions to bridge the gap between fantasy and service.
Results
In the first six weeks, over half a million people played online. Over a million more went on to play Missions Two, Three, and Four. Recruitment figures were met for the first time in 12 years.
0.5M+
people played online in 6 weeks
1M+
played subsequent missions
12 years
first time recruitment targets met
Craft Breakdown
This campaign's craft is exceptional in its innovative use of interactive digital platforms to immerse its audience in a military experience, seamlessly blending real-world combat footage with gaming elements. Its brilliance lies in the integrated campaign design that engages a seemingly uninterested demographic by speaking their language and challenging their perceptions.
The campaign masterfully leverages interactive online missions that seamlessly integrate real combat footage with gaming mechanics, creating an immersive and unique recruitment experience.
The visual consistency between the real footage and the game environments, along with the clean, functional interface design, effectively conveys the gravitas and authenticity of military operations.
The direct, challenging question 'What would you do?' is central to the campaign's success, engaging the audience directly and encouraging critical thinking, bridging the gap between gaming and real-world consequences.
The use of first-person and handheld camera work in the real-footage segments creates an intense, visceral sense of immersion, drawing the viewer into the soldier's perspective.
The campaign's success is a direct result of the synergy between digital craft, engaging copywriting, and realistic cinematography, which together create a highly interactive and authentic experience that challenges and attracts the target audience.
