Responses by Karmarama
Background: Karmarama unveiled its latest recruitment campaign for The British Army called Your Army Needs You. The thought-provoking new work showed how the Army sees beyond the common misconceptions of young people, identifying their potential and offering them a chance to belong in a team doing work that really matters.
Reasoning: The new campaign is the third execution of the “This is Belonging” series. In 2017, the campaign landed the emotional benefit of the strong bonds experienced in the Army. In 2018, it showed how it’s not only one type of person who finds her or his place in the Army, but also how belonging means you’ll be accepted and supported. The campaigns have resulted in Army job applications being at a five year high.
This new campaign looks at the contextual challenges faced in Army recruitment. 72 percent of young people describe themselves as ambitious but feel undervalued and stuck in a cycle of unrewarding jobs, so the 2019 recruitment campaign positions the Army as an opportunity to belong to a purposeful team where recruits can do something that matters.
Favorite details: A fully integrated campaign with additional TV and radio ads, the outdoor advertising posters launch the campaign, with impactful lines and Kitchener-style imagery. Bold illustrations of soldiers are coupled with stereotypes such as “Snowflakes,” “Me-Me-Me Millennials” and “Phone Zombies.” Contrasted with this is what the Army sees as potential behind these stereotypes: compassion, self-belief and focus. Reinforcing the message that the Army sees this generation differently.
The core campaign will also be brought to life through social and digital media, with dynamic creative optimization serving messages addressing barriers and drivers to joining the Army. The messages become more tailored and persuasive the closer candidates get to the application.
Specific demands: This generation of 18- to 24-year-olds gets a lot of bad press. They are constantly berated in the media with a barrage of derogatory terms and dismissed as a lost cause. As a modern and progressive employer, The British Army sees things differently. It sees a generation full of potential—capable, talented and keen to make a difference.