Campaign Essay

‘Start Thinking Soldier’ Recruitment Campaign

Contents

Page Summary 1 * Aim * Message * Development

Marketing communication techniques * Advertising 2-3 * Personal selling 4 * Public Relations 4

Success of the campaign 5
Improvements in the campaign 5
Conclusion
* List of things in place for effective marketing communication 6

References 7-8

The Start Thinking Soldier campaign is a recruitment campaign which was set up by an agency called ‘Publicis and Publicis Modem’. It was launched on the 6th April 2009 and was targeted at 17-21 year olds in order to engage individuals who might have not considered the army before. (Figarodigital, 2009)
The main aim of this campaign is to provide something that young people can relate to – it is a bridge to encourage those interested in army to experience a little more of what is on offer. This campaign combines both interactive and experiential approaches. (Baines, 2011)
The message that the campaign delivers is a rational message. The audience are demonstrated with a problem solving context which allows them to respond to the problem by performing an action. (Baines, 2011) The campaign involves the audience by making them see themselves as a “virtual citizen-soldier”. Their

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