Purpose of the Work: Objective: 1) Convey to prospects and influencers the most meaningful benefits of joining the Army so that Army is in prospects’ consideration set. 2) Educate prospects and pre-prospects about the value of being a Soldier, ensure messaging delivers strong call to action, recruiting drives viewers, listeners, readers to the web, and 3) create real and virtual experiences that inspire, inform, and motivate while showcasing Army technology.
Challenge: to position the Army within social computing arenas and create an opportunity for prospects to experience the Army’s Recruiting Mission through virtual interaction.
CREDITS
company: Weber Shandwick
designer: Gerardo Obieta
creative director: Teri Firkins
client: US Army
production: Erik Mattheis
quantity: 1,229,058 visits to date
date published: January 2009