COI Territorial Army – Theatre of Operations

TV, press and iA campaign were used to generate interest in the TA from suitable candidates while reflecting the operational reality of the TA as a usable, relevant and integrated force within the  British Army. The TA used DVD information to give possible recruits a better understanding of the TA and thus bring them further down the line to joining.

Objectives

  • To continue dialogue past linear TV, giving viewers a richer experience from comfort of their armchair and allowing them to order a DVD
  • To change the perception from 'Weekend Warrior' to active involvement in real ops using 'Theatre of Operations'
  • To increase the number of respondents requesting a DVD

Results
0.8% response rate. 4,032 DVDs requested, accounting for  54% of all the DVD requests at a cost of £17 per response

40,000 individuals experienced the DAL at an average interaction time of 60 secs suggesting that a total of 27.7 days were spent engaging with the TA

Interactors were 35% more likely to last through basic training as they have a deeper understanding of what is expected of them

A 2.6Mb DAL was used for this campaign

Credits
Media Agency: Carat
TV Creative:  Publicis
IA Creative:  Publicis

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