Start Thinking Soldier

Objective: 
To engage with 16-24 year olds who may not have considered the Army as a career choice, by delivering a rich interactive digital experience as part of a groundbreaking integrated recruitment campaign spanning TV, radio, direct mail, print and online. 
Television ads drive users online, each presenting the viewer with a choice of three options in a tense situation. The user must decide what they would do in that situation before seamlessly progressing through a series of interactive challenges blending live action with CGI in the latest technology. 

Creative Execution: 
18 online challenges bridged with specially filmed sequences, conceived of in close collaboration with the COI and the Army with a location shoot spanning Salisbury to Kenya, push different themes like Decision Making and Teamwork, and different job roles like medic or engineer. 
Each challenge maintains the distinct first person POV used in the TVCs and all filmed footage, which in itself required the use of cutting edge technology such as Alternativa, Away3D and Unity. 
To push different themes like Decision Making and Teamwork, and different job roles like medic or engineer, while delivering content that followed on seamlessly from the four TVCs that helped drive users to the site. 

Distribution & Results: 
The campaign and first Mission for Start Thinking Soldier launched 06/04/09. 
Subsequent Missions will launch once every four weeks.