Friday, 19 June 2009

Army looking for new "digital marketing" partner

Following on from it's ambitious and innovative "Start Thinking Soldier" campaign (a visit to the ArmyJobs microsite is well worth it), the Army is now seeking an agency to help expand their digital recruitment programme.
Publicis Modem, the architects of the current campaign, will continue to take the lead in a project
which aims to bring high-tech, computer game technology into the recruitment vitual office - something that would be attractive to the X-box generation. The arcade-gaming approach was pioneered in the US where it proved very successful.
It will, however, be difficult to assess how successful the digital marketing strategy itself has actually been since it's running at a time when the recession is anyway leading to a significant increase in numbers applying to enlist.

COI: British Army seeks digital agency
MoD: Interactive campaign prompts you to Start Thinking Soldier