ARMY 2024

Client: CAPITA, FOR THE BRITISH ARMY

In 2023, the British Army needed a big boost in applications, and the vast majority needed to come from Gen Z, one of the most misunderstood demographics in the industry. Our task was to throw out all cliches and get under the skin of their true motivations more than any other recruitment brand. By aligning our media and messaging with their core values, we resonated with them deeply. The result? A staggering uplift in applications, smashing our targets and driving a significant year-on-year increase. We deepened our connection with this key group by narrowing our focus, delivering some of the strongest recruit attraction results yet.