The Challenge
British Army recruitment was down and we needed a new way of communicating with an audience that was no longer interacting with traditional advertising channels.
Our Approach
Over an 18 moth period we created a whole new experience, one that integrated high concept TV spots with high quality gaming – a first in UK advertising.
The games were designed to highlight and celebrate the skills that the army was looking for. When the audience are gamers – go where they go.
As part of our role we interviewed multiple gaming companies before choosing Skive as our production partner.
I spent months interviewing soldiers and veterans, spending time at Army bases and learning technical military information to begin planning the experience.
I then learnt how to write for video gaming and scripted, then cast and recorded the VO artists whilst working with Skive to plan each mission to be a natural extension of every TV spot.
These were designed to work with different elements of the UK Army BARB test (British Army Recruitment Battery), to help young find army careers options that would work with their skill base.
1.
1.2 million unique visitors
2.
Army recruitment targets hit for the first time in 12 years
