Start Thinking Soldier

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Skive's digital British Army recruitment campaign from 2009. The COI's most awarded campaign.

Skive's digital British Army recruitment campaign from 2009. The COI's most awarded campaign.

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  • Target audience: 17-21 year olds Given the target audience’s media consumption, it was clear that digital should be placed at the heart of the campaign.
  • Mission statement for the project
  • Research outlined self-discovery as a primary hook for 17-21 year olds
  • and it seemed a natural progression to construct an experience placing the user in control of their self discovery
  • The trouble was, this is what we were competing for their attention with. We created a series of challenges as part of a truly immersive experience, using a mixture of seamless video to Flash and Unity3D content as we were aware we were competing for attention with console games. However we never lost sight of the fact that this was an Army recruitment and awareness campaign, very much not a game , and the idea was to educate and inform not simply to entertain You can never ‘die’ or need never restart, and you are always propelled through the content with your fellow soldiers.
  • Before asking…
  • A series of four TV ads
  • Filmed from the first person perspective
  • Showed different scenarios
  • Before asking…
  • With a call to action to go online
  • Before continuing their mission via a series of interactive challenges, all played out from ‘your’ perspective.
  • Putting the user in different roles within the Army Building their confidence And encouraging them to ‘start thinking soldier’.
  • You can never ‘die’ or need never restart, and you are always propelled through the content with your fellow soldiers.
  • These range from driving a Battlefield Ambulance after an earthquake, to fire and manoeuvre through narrow streets , to planning mortar fire or parachuting to a designated drop zone .
  • Key attributes the Army is looking for in potential recruits, and the range of career opportunities available
  • With pressing timelines and the need to confirm filming locations in Kenya – as well as a list of what ‘assets’ were requested in the form of Army hardware and kit, we acted quickly and put a team of eight people together with Modem to begin fleshing out content formats and a shot list for Spank. We considered 360 degree cameras, mobile, web cam etc
  • Once the interactive Missions and content were approved we scripted the shots for inclusion in the schedule.
  • Asset gathering
  • HDR shots
  • Director Michael Geoghehan Equipment specifically designed for the job Camera: Portable, lightweight as possible, cope with temperatures and dist, robust Hard drive, microwaves for playback, fans to keep it cool Head unit - climbing helmet clamped to head for stability in the shot, glasses with black patch to block out one eye so other eye can look at tiny monitor
  • Director Michael Geoghehan Equipment specifically designed for the job Camera: Portable, lightweight as possible, cope with temperatures and dist, robust Hard drive, microwaves for playback, fans to keep it cool Head unit - climbing helmet clamped to head for stability in the shot, glasses with black patch to block out one eye so other eye can look at tiny monitor
  • Insert in scene
  • Meetings
  • Agile Sheer amount of people working on project The team at Skive included a client services director , creative director , technical director and a team of three developers to build and manage the databases and deploy to the COI ’s Sharepoint system, an interactive art director and six Actionscripters , a Unity developer , a team of four modellers , two designers , a creative and two project managers .
  • Alternativa anecdote
  • Pepper potting video? Example of video to user-interaction Flash
  • Registered users had a personalised My Base screen from which they could access bonus content
  • Achievements – awarded at key stages of each mission
  • Training missions – opportunity to showcase some of the Army’s Gucci Gear – the Jackal, the new L115A3 Long Range Sniper Rifle – as well as a more competitive environment to encourage competition between registered users via hi-scores
  • Training missions
  • Importantly, it provided a chance to find out more about the roles featured in the challenges and deep link for more information , as well as the kit used
  • True integration Our creative inspired some of the print and radio ads, and a 10’ ad was also cut showcasing the interactive content
  • Represents a doubling of our web visits from the same time last year
  • In a recent survey of registered users to the STS site...
  • In a recent survey of registered users to the STS site...
  • In a recent survey of registered users to the STS site...