PMS_AWARDS_p019 21/4/08 16:26 Page 19
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 19
Best Utilities and Public Services
WINNER
happened next. The filmstrip/lightbox interface
design was used in the print work, and online it
Army/COI
allowed users to choose the story they wanted to
One Army Recruiting
complete.
After viewing the video content users are encour-
Publicis Modem
aged to discover more about themselves with the
Army Pathfinder; a highly visual psychometric test
The Army briefed Publicis Modem to create an that gives each user individual feedback and guides
engaging Web portal for its recruitment service them towards actual career opportunities in the
that would dispel false assumptions and negative Army.
PR and make the Army a compelling and aspira- The real soldiers, their different roles, characters
tional career choice for 16 to 24 year olds. and stories reflected a segmentation model devel-
In doing so, it wanted to open a dialogue with a oped specifically for the Army. Rather than patron-
wider group of potential recruits than had previ- ise any particular group with stereotypes, the
ously considered an Army career, regardless of initiative allowed them to self-select by identifica-
background, education, race or gender. tion with situations, and the choices that they made
Talking Army values switches off those who are in the Army Pathfinder.
convinced that the Army isn’t for them, before they To date the campaign has resulted in 1,631,362 begun the enlistment process. During the first
get to the message about its value to them. The unique visitors to The Armyjobs website – a 64 per month of launching the website, online applica-
agency needed to ‘sneak up on them’, to talk their cent increase during the first month of launching tions rose sharply by 61 per cent, while cost per
values and aims and then illustrate how the Army the TV campaign. online application decreased by 18 per cent.
recognises and can fulfil them. Compared to the last financial year, the agency
This campaign turned conventional media think- has decreased cost per unique visit by 35 per cent. Account director: Kate Fairbairn
ing on its head and made the Web the focal point of In a similar vein, after analysing contact behaviour Planner: Jon Haywood
the communications. Twelve stories were kicked off it can provide evidence that its campaigns and web- Creative director: Robin Garms
in TV, radio and press ads, but users had to go site have successfully driven up interest in joining Flash designer: Douglas Mackenzie
online to view the whole video and find out what The Army. To date, 25,216 potential recruits have Technical developer: Ben Weeks
Finalists
NHS Career
Step into the NHS Launch
Craik Jones
Transport for London
Oyster iTunes
Chemistry Communications Group
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