PMS_AWARDS_p037 21/4/08 17:22 Page 37
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 37
Best Responsive Broadcast Initiative
WINNER
Winner: Army/COI
Army/COI
One Army Recruiting
Publicis Modem
The Army wanted to create an engaging Web por-
tal for its recruitment service that would dispel
false assumptions and negative PR and make the
Army a compelling and aspirational career choice
for 16 to 24 year olds.
In doing so, it wanted to open a dialogue with a
wider group of potential recruits than had previ-
ously considered an Army career, regardless of
background, education, race or gender.
Talking Army values switches off those who are
convinced that the Army isn’t for them, before they
get to the message about its value to them. The
agency needed to ‘sneak up on them’, to talk their
values and aims and then illustrate how the Army
recognises and can fulfil them.
This campaign turned conventional media think-
ing on its head and made the Web the focal point of
the communications. Twelve stories were kicked off
in TV, radio and press ads, but users had to go online
to view the whole video and find out what happened
next. The filmstrip/light box interface design was
used in the print work, and online it allowed users
to choose the story they wanted to complete.
After viewing the video content, users are HIGHLY COMMENDED
encouraged to discover more about themselves with
Intercasino
the Army Pathfinder; a highly visual psychometric
test that gives each user individual feedback and
Dice Men
guides them towards actual career opportunities in
Personal
the Army. The real soldiers, their different roles,
characters and stories reflected a segmentation In September 2007, the Government lifted the ban
model developed specifically for the Army. Rather on advertising online casinos. There was a scram-
than patronise any particular group with stereo- ble for customers as the big players such as William
types, the agency allowed them to self-select by Hill and Ladbrokes sought to out-spend each other.
identification with situations, and the choices that Intercasino could not compete in terms of budget
they made in the Army Pathfinder. with the major brands, so the agency recommended
To date, the campaign has resulted in 1,631,362 that it left its rivals to invest in educating the UK
unique visitors to The Armyjobs website – a 64 per public about online gambling. Intercasino could
cent increase during the first month of launching then create more impactful – and responsive – com-
the TV campaign. Compared to the last financial mercials. Rejecting all the clichéd tuxedos, spangly
year, the agency has decreased cost per unique visit dresses and James Bond referencing, Personal
by 35 per cent. In a similar vein, after analysing con- developed a campaign from a different planet
tact behaviour it can provide evidence that its cam- entirely. It ventured into an oddball place – a fanta-
paigns and website have successfully driven up syland where little people get their kicks playing
interest in joining The Army. To date, 25,216 poten- casino games for real.
tial recruits have begun the enlistment process. The ads ran (and are running) on a ‘lads’ TV
During the first month of launching the website, schedule, appearing in the middle of boxing
online applications rose sharply by 61 per cent, matches, comedy shows and after-pub media
while cost per online application decreased by 18 slots.
per cent. The ‘mini maniacs’ also found themselves on
YouTube and bus sides, where they helped lift Inter-
Account director: Kate Fairbairn casino’s new registration rate to levels never before
Planner: Jon Haywood seen in its ten year history, including 16.07 per cent Creative director: Jason Andrews
Creative director: Robin Garms increase in registrations; 14.06 per cent rise in new Head of art: Richard Worrow
Flash designer: Douglas Mackenzie users; 4.24 per cent increase in active accounts; and Copywriter: Michael Poole
Technial developer: Ben Weeks 12.56 per cent rise in betting. Account director: Thalia Wirth
Finalists
Scottish Hydro Electric Virgin Media
Yes, it really is greener on the other side Ruby Wax DRTV Campaign
Story Rapier
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53