DECISION MAKING by Tequila\ London for The Army

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DECISION MAKING

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Industry Government & Other Authorities
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Tequila\ London
Creative Director Dick Dunford
Art Director Barry Lachapelle
Copywriter Troy Leijenaar
Designer Jouni Helminen
Released May 2009

Credits & Description

Category: Email Marketing, incl. e-cards
Advertiser: THE ARMY
Product/Service: THE ARMY
Agency: TEQUILA\LONDON
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: TEQUILA\LONDON, UNITED KINGDOM
Entry URL: http://www.tqcreativeawards.com/2009/armyedm/
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)

English Synopsis
This interactive email was created to help drive our audience, 17-21 year olds, to the Start Thinking Soldier campaign website where they could interact and experience the online film. To continue the interactive experience of the campaign we put our audience in a hostile environment and challenged them to lead their squad to safety by making true-to-life army decisions using the horizontal and vertical scroll bars. Every decision they made took them to another hostile situation where they had to make another critical decision. Click-through delivered = 47% Click-through opened = 29% Open-rate = 14% A 35% increase.