Experiential agency Jack Morton attracts 12,000 visitors to Army recruitment campaign

Paul Milligan, 01 December 2009

Jack Morton Worldwide's experiential delivery of the Army recruitment campaign 'Start Thinking Soldier' has attracted more than 12,000 unique visitors since it launched in June 2009. The programme, part of the Army's Operation Solomon campaign, has been extended into the winter with plans for it to continue into next year.

Start Thinking Soldier has taken place at 16 events across the UK engaging 12,050 people. Jack Morton has equated this to over 5,000 hours of experiential consumer contact, and it would take over two years for a recruiter in a recruitment office working 9 - 5pm to achieve this level of contact.

The experience, created and produced by the Jack Morton, involves six bespoke designed pods, housing various digital physical and mental tasks reflecting the key Army values. Over the past five months there were over 2,500 hours of game play. The experience has been based at locations such as Wakestock festival in Wales, various national shows, and the Fast & Modified car show in Edinburgh.

The platform, targeted at 16-24 year olds, was created for the initiation of informed recruitment conversations, providing meaningful data on participants and helping create advocates for the Army. 51 per cent of those who took part in the experience opted in to receive further communication from the Army. This is higher than average for Army recruitment activity.