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AGENCY NEWS: Jack Morton Worldwide celebrates success of Army recruitment campaign
'Start Thinking Soldier' experiential drive attracts more than 12,000 people
Agency Jack Morton Worldwide is celebrating the success of its experiential Army recruitment campaign ‘Start Thinking Soldier’.
The push has attracted more than 12,000 unique visitors since it launched in June 2009. The programme, part of the Army’s Operation Solomon campaign, has been extended into the winter with plans for it to continue into next year.
Start Thinking Soldier has taken place at 16 events across the UK engaging 12,050 people. To put this in context, this equates to over 5,000 hours of experiential consumer contact; it would take over two years for a recruiter in a recruitment office working 9 - 5pm to get this level of contact. What's more, as the experience is manned by the Army and stars real soldiers, it helps create a natural environment in which to talk to the soldiers in a way that wouldn’t be possible in a recruitment office.
This exciting and engaging experience, created and produced by the Jack Morton, involves six bespoke designed pods, housing various digital physical and mental tasks reflecting the key Army values. Over the past five months there were over 2,500 hours of unique game play. The experience has been based at as diverse locations as Wakestock festival in Wales, various national shows, and the Fast & Modified car show in Edinburgh.
The unique and innovative platform, targeted at 16-24 year olds, was created for the initiation of informed recruitment conversations, providing meaningful data on participants and helping create advocates for the Army. 51% of those who took part in the experience opted in to receive further communication from the Army. This is higher than average for Army recruitment activity.
The ‘Start Thinking Soldier – Virtual Reality Experience’, originally part of the Start Thinking Soldier campaign, provides an insight into existing army training software using software which is brand new to the public domain. The flexible and transportable experience has since been successfully deployed to recruiting teams around the country with Army personnel now delivering it in schools, colleges and retail outlets.
“The success of this campaign has been phenomenal. It is a testament to the effective teamwork between the Army Recruiting Group, COI and Jack Morton.” Commented Julian Pullan, EVP Managing Director, EMEA, Jack Morton Worldwide.
“The Army is always keen to embrace new technology and the STS pods have helped us to show our target audience in an innovative and exciting way that Army careers are diverse, dynamic and hi-tech,” commented Major Danny Hopes, HQ Recruiting Group, Recruiting Operations.
Jack Morton was appointed by the COI and the Army in April this year following a competitive pitch process involving four other agencies.
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