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Crown Commercial Service
National Army Recruitment
Capita’s latest “You Belong Here” campaign for the British Army launched at seven UK locations, including Glasgow, Nottingham, Manchester, and Westfield Stratford City. It featured animated LSgt Natty Ngwenya, a heavyweight boxing champion and Grenadier Guard, depicting dramatic first-person scenarios of British Army life.
The challenge was to attract people aged 16-34 by addressing their misconceptions about fitting into the Army. The objective was to communicate that there is a place for them, highlighting shared values like respect, fun, and being helpful.
DeepScreen® Alive used real-time 3D visuals and innovative weather-matching 3D artwork to immerse viewers in realistic military scenarios, fostering an understanding of Army life. By directly engaging young people in typical Army situations aligned with values like respect and hard work, the campaign aimed to challenge misconceptions and encourage young individuals to join.
- Territory United Kingdom
- Date December 2023
- Category Govt/Social
- Environment Multi format
- Format Creative Solutions
- Objective Broadcast Awareness
- Agency Omnicom/Posterscope
- This nationwide domination campaign delivered 3,125,375 adult impacts across the two days, with over 1.37m at the Manchester Arndale location alone
- At the time of writing, the UK earned media reach was 926,526 with a media value of £82,502 (Source: Meltwater)
“This year’s recruitment campaign was designed to speak directly to young people and strived to put them into typical Army situations. In a first for the British Army, we are using this incredible 3D OOH DeepScreen® ALIVE technology to immerse people into one of the many scenarios that our soldiers can find themselves, and encourage them to consider the British Army as a career.”
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