The Defence Forces had four weeks to hit some really ambitious recruitment targets, from a target audience that were notoriously hard to reach (aged 18-34).
Our target didn’t really know much about the Defence Forces, or what they did. So we decided to bring to life the reality of working with the Defence Forces in a way that would uniquely appeal to this audience.
We created a slick first-player battlefield game, ‘New Dawn’ promoting it just like any real game. Once players were hooked, we revealed our recruitment message, and quickly turned these virtual soldiers, into real ones.
Our ‘A New Dawn’ campaign reached 1 million video views, landed 5,300 recruits and reversed a 5 year downward trend in applications.