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British Army ‘Star Thinking Soldier’ digital campaign

British Army ‘Star Thinking Soldier’ digital campaign

Best practice from Skive.

Challenge.

The overall brief was to increase recruitment amongst 16-24 year olds — especially groups who might not ordinarily consider joining the army — by creating a rich interactive experience at the heart of an integrated campaign running across multiple media channels.

Skive were appointed by Publicis Modem and the COI to develop a series of engaging digital missions that seamlessly expanded upon four television ads and put the user in the boots of a variety of realistic soldiering and training scenarios, comparable to the sorts of digital gaming experiences the target market would be familiar with.   

Execution

Using a variety of technologies such as Unity and Alternativa 3D, Skive produced no less than 16 interactive challenges across different themes of Leadership, Decision Making, Teamwork and Stamina — which are the leading attributes that the Army look for in their recruits, each promoting a variety of different job roles.

Production involved close collaboration not only with Publicis Modem and the COI but Spank, the company making the TV ads who also shot over half an hour of bespoke video content that bridged the interactive missions, and Skive were involved in scripting, V/O recording and sound engineering.

An ‘achievement’ system was devised to drive registration along with bonus content, and featured job roles, Army kit and weaponry.

Results

Since launch, the online campaign has attracted an amazing 604,038 site visitors, 52,336 registrations and an amazing average dwell time of 9-10minutes. The stickiness of the site has meant the bounce rate is phenomenally low at 1.6%.

This campaign was one of several showcased at our Digital Brand Strategy Summit, which took place in November. The Summit was a unique showcase from leading brands and industry experts on how to create, launch and implement an effective Digital Marketing Strategy for your brand.

For information on our forthcoming events, please visit our events page.


To see a video version of this case study, play the video below.

AJR
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