3,579,606 REACH ON SOCIAL MEDIA OVER 200 MENTIONS IN THE MEDIA 8% CLICK THROUGH FROM PRE-EVENT CRM EMAILS 34,781 HOME PAGE VIEWS 28.1% (10,897) RETURNING VISITORS APPLICATIONS UP BY 66% IN DECEMBER 1,352 APPLICATIONS MADE IN THE FIRST THREE MONTHS OF THE CAMPAIGN (MORE THAN IN THE WHOLE OF 2012-2013) 3,579,606 REACH ON SOCIAL MEDIA OVER 200 MENTIONS IN THE MEDIA 8% CLICK THROUGH FROM PRE-EVENT CRM EMAILS 34,781 HOME PAGE VIEWS 28.1% (10,897) RETURNING VISITORS APPLICATIONS UP BY 66% IN DECEMBER 1,352 APPLICATIONS MADE IN THE FIRST THREE MONTHS OF THE CAMPAIGN (MORE THAN IN THE WHOLE OF 2012-2013) 3,579,606 REACH ON SOCIAL MEDIA OVER 200 MENTIONS IN THE MEDIA 8% CLICK THROUGH FROM PRE-EVENT CRM EMAILS 34,781 HOME PAGE VIEWS 28.1% (10,897) RETURNING VISITORS APPLICATIONS UP BY 66% IN DECEMBER 1,352 APPLICATIONS MADE IN THE FIRST THREE MONTHS OF THE CAMPAIGN (MORE THAN IN THE WHOLE OF 2012-2013) 3,579,606 REACH ON SOCIAL MEDIA OVER 200 MENTIONS IN THE MEDIA 8% CLICK THROUGH FROM PRE-EVENT CRM EMAILS 34,781 HOME PAGE VIEWS 28.1% (10,897) RETURNING VISITORS APPLICATIONS UP BY 66% IN DECEMBER 1,352 APPLICATIONS MADE IN THE FIRST THREE MONTHS OF THE CAMPAIGN BEST (MORE OUTDOOR THAN IN CAMPAIGN THE WHOLE OF 2012-2013) 3,579,606 REACH ON SOCIAL MEDIA OVER 200 MENTIONS IN THE MEDIA 8% CLICK THROUGH FROM PRE-EVENT CRM EMAILS 34,781 HOME PAGE VIEWS Tonic all rights reserved
OBJECTIVE SINCE 2009 THE ARMY HAD BEEN EXPERIENCING A STEADY DECREASE IN APPLICATION NUMBERS FOR REGULAR ARMY OFFICER ROLES, RESULTING IN REDUCING NUMBERS MOVING ONTO THE OFFICER COMMISSIONING COURSE. IN ORDER TO ACHIEVE THE DESIRED NUMBERS, THE ARMY WANTED TO GENERATE 3,876 ARMY OFFICER APPLICATIONS DURING 2015-16 RECRUITING YEAR. ALTHOUGH THERE IS NO REQUIREMENT TO BE A GRADUATE IN ORDER TO BECOME AN ARMY OFFICER, THE ARMY TOOK THE DECISION TO GO AHEAD WITH ITS FIRST OFFICER-SPECIFIC RECRUITMENT DRIVE IN EIGHT YEARS AND TO TARGET IT DIRECTLY AT GRADUATES.
THE IDEA We went onto campus with fully-branded exhibition trailers that enabled us to showcase the reality of being an Army Officer in a way that generated excitement, really engaged with students and started conversations.
These interactive truck roadshows included Samsung Gear VR experiences where students could jump from a plane with Paras, drive a Challenger 2 tank or take part in an urban combat exercise. There were also Blippar posters with interactive content, a digital role finder where students could swipe and tap their way through all 30 Army Officer roles to find out more about each of them, and an interactive touch screen that showcased life at the Royal Military Academy Sandhurst. Samsung Gear Virtual Reality experiences
Students could test their leadership skills by taking on the lead role in an interactive film, which demonstrated some of the techniques that are taught at the Army Officer Selection Board. This Interlude film let them step into the story, make choices that affect the narrative at key points and feel the emotions that were a consequence of their decisions in real time. You can try your hand at the interactive exercise here: http://stage.interlude.fm/tonic_british_army/ archive/0.0.23/index.html Password: tonic Interlude Film / Charity Winter Aid Exercise
At the centre of each truck was a full-body Oculus Rift experience where students could experience running the legendary Sandhurst obstacle course. Using the Oculus DK2 VR headset together with a WizDish an omnidirectional locomotion platform players stepped into the centre of a briefing being given by a Sandhurst Physical Training Instructor. They then raced up, over and across a series of obstacles, including a dizzying walk across a high rope, in an attempt to complete the course in the fastest time. Oculus DK2 Virtual Reality Headset & WizDish
BEST OUTDOOR CAMPAIGN Outside each truck a virtual beep test gave students the opportunity to see if they were fit enough to keep up with an Army PT instructor, and also to compete against their peers in a competition to top the leaderboard. Virual bleep test
RFID dog tags were issued to students when they arrived and registered at each event. These gave us the ability to track how each student interacted with the various activities, as well as a marketing database (capable of being segmented by gender, year of study, degree subject and university) for use in follow-up CRM activities and as a means to track ROI. RFID Dog Tags RFID Dog tags & tablet registration points
RESULTS 3,579,606 reach on social media 5,047 student registrations at events ON 15-16 OCTOBER, AT THE HASLEGRAVE BUILDING, YOU CAN SKYDIVE IN VIRTUAL REALITY, COMMAND A TANK USING VIRTUAL REALITY, RUN AN OBSTACLE COURSE USING OCULUS RIFT, LEAD A CHARITY AID MISSION IN AN INTERACTIVE FILM. There are prizes for those who can. Claim your place at the top of our leaderboard and you could go skydiving for real with the Army s Red Devils. Come and get a taste of Army Officer training at The Haslegrave Building. SEARCH ARMY OFFICER #WITHHEARTWITHMIND ON 15-16 OCTOBER, AT THE HASLEGRAVE BUILDING, YOU CAN SKYDIVE IN VIRTUAL REALITY, COMMAND A TANK USING VIRTUAL REALITY, RUN AN OBSTACLE COURSE USING OCULUS RIFT, LEAD A CHARITY AID MISSION IN AN INTERACTIVE FILM. There are prizes for those who can. Claim your place at the top of our leaderboard and you could go skydiving for real with the Army s Red Devils. Come and get a taste of Army Officer training at The Haslegrave Building. SEARCH ARMY OFFICER #WITHHEARTWITHMIND LEAD A CHARITY AID MISSION IN AN INTERLUDE INTERACTIVE FILM. STEP INSIDE. WITH HEART. WITH MIND. ARMY OFFICER. SEARCH ARMY OFFICER #WITHHEARTWITHMIND 5,686 applications by January 2016 (46% above target objective) 200 mentions in the media Posters Get a taste of the tour here: https://youtu.be/uxqgyy0aucy WE WAIT. NERVOUS, EDGY. FIVE, FOUR, THREE. MOVE TO THE DOOR. TWO, ONE, GREEN. WE JUMP, WE FLY. WE LEAD A LIFE OF ADVENTURE. WITH HEART. WITH MIND. ARMY OFFICER. Pull-Ups Challenge. Training. Adventure. Become an Army Officer and nothing is out of your range. SEARCH ARMY OFFICER #WITHHEARTWITHMIND Hanging Banners