The Army DM BIGGER PICTURE by Tequila\ London

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Industry Government & Other Authorities
Media Direct marketing
Market United Kingdom
Agency Tequila\ London
Creative Director Dick Dunford
Art Director Barry Lachapelle
Copywriter Troy Leijenaar
Designer Jouni Helminen
Released June 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: THE ARMY
Date of First Appearance: Jun 1 2009 12:00AM
Entry URL:
Creative Director: Dick Dunford (Tequila\ London)
Copywriter: Troy Leijenaar (Tequila\ London)
Art Director: Barry Lachapelle (Tequila\ London)
Programmer: Giles Mccartney (Tequila\ London)
Designer: Jouni Helminen (Tequila\ London)
Media placement: Email - Email - 1st Of June, 2009

Describe the brief/objective of the direct campaign.
The Army’s Start Thinking Soldier campaign was developed to get people who have not thought about the Army before to slowly warm to the idea rather than see an ad and take the big plunge of walking into a careers office. We created emails to drive traffic of 17-21 year olds to watch the next online film on the Start Thinking Soldier campaign website. The strategy was to engage them online, with interactive missions to broaden their understanding of Army life. Our emails directed those registered back to any new content and encouraged them to provide more data/ information.

Explain why the creative execution was relevant to the product or service.
This email is most appropriate to the brand because we recreated true-to-life Army situations. To achieve this, we put our audience in a seemingly hostile situation and challenged them to act like an Army leader by using the horizontal and vertical scroll bars to look at the bigger picture. This brought them face-to-face with possible life-threatening situations where they encountered thought provoking questions, which were intended to give them a deeper insight in to the Army.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The desired outcome was to engage our audience with an email and direct them to the Start Thinking Soldier campaign website to watch the next online film. We realised the majority of our target audience used webmail services, such as Hotmail, which allowed us to continue the interactive experience of the Start Thinking Soldier campaign by using horizontal and vertical scroll bars in the email. This allowed us to recreate true-to-life Army situations for our users to experience and interact with.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Start Thinking Soldier email was a huge success for the Army. The average click-through rate from opened emails increased from 12% to 29%. A 17% increase. The results of the emails show a significant increase on the usual click through and open rates for Army emails. The results were Click-through opened = 26% with an Open-rate of 8%. The aim was to re-engage those who had already registered on the site – which as these results demonstrate, was achieved. Click-through delivered = 29% Click-through opened = 26% Open-rate = 8%