The recruitment campaign allows warm prospects to get closer to the action by taking part in a series of missions.
A direct mail pack was synchronised precisely to arrive as TV ads invited potential recruits to visit the British Army website. This pack, showing doors to a bomb factory, asked the recipient: 'What would you do? Burst through the doors, order an air strike or blow a hole in the wall?' The format means that in opening the pack, you are reaching for the 'door'. As you do, you are told: 'The door's not an option. There's a tripwire.' Simple stuff, but intriguing.
This intrigue is intended to drive recipients online to begin their own mission. These have been filmed from a soldier's point of view, offering feedback at each stage.
This campaign offers a great experience online, co-ordinated with TV support. It engaged me, aged 35. My only wish would be for the mailer to be as engaging as the online element.
Agency: Tequila\London.
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