the army

challenge

Support a recruitment drive for The Army and specifically highlight the innovation behind the live advertising campaign for the Everest expedition, created by Publicis

Increase the profile of The Army's Head of Marketing to front the recruitment drive

Amplify coverage for The Army and its recruitment strategy in the marketing and trade press

creative solution: "tough"

With many people accepting a soldier's life is one of toughest out there, we piggybacked the sentiment by positioning its recruitment as one of the toughest marketing jobs in recent history, and how innovative advertising techniques were coming into play as a result

campaign results

All press coverage focused on the creative and innovative methods that The Army, and Publicis, took to grab the attention of potential recruits

The Army's Head of Marketing was short-listed for Marketing magazine's illustrious "Marketer of the Year" award

Extensive coverage across national and trade titles, including the lead and front page of Marketing Week - the highest ranking publication for the target audience for this campaign

The programme was part of a multi agency approach for the Army. As a result there was a 9% increase in recruitment during the period of the campaign.

public relations consultants

Marketing Week

The Times

The Guardian

the army

challenge

creative solution: "tough"

campaign results