NZ Army - Get what it takes

The NZ Army needs to attract new recruits from 15 to 20 year olds. These days 'traditional' advertising isn't enough to engage them. This required a new approach. So we challenged them to 'Get what it takes' on TV and banner ads, then directed them to a YouTube page. This was a new kind of YouTube page though. Within it was a highly developed sniper game, which was obviously fun to play but also gave an idea of the skill needed to hit a target with influences like breathing and wind speed. To keep visitors engaged longer we incorporated high scores and medals for achievements and to spread the word target sheets could be downloaded or posted on Facebook. Exploring the page further revealed videos about the training and experience of being in the army.

Game on YouTube page

This video shows actual game play.

A brief explanation of the significance of the game.

The player would need to progress through all the levels in order.

Each level had it's own environmental influences.

The first level would walk you through how to play.

Badges would be awarded for different achievements.

We balanced mouse sensitivity in the game to keep a level of skill without being over sensitive.

Once a level was complete you could download your target sheet as a pdf or share it on Facebook.

A leaderboard tracked everybody's top scores.

Earning all the badges unlocked a free for all level.

Facebook Page

Results

The campaign, launched on 5th September 2011 has blasted through its KPI’s within a matter of weeks.

The site has become so successful that it is now New Zealand’s number one most viewed branded sponsor channel on YouTube with over 100,000 views.

More results:

Since the last count we have achieved over 500,000 views

It is the #1 Sponsored brand channel of YouTube New Zealand of all time

And has become part of YouTube’s own worldwide credentials document.

Google has put it on their world case study list as a leading example of how to run an integrated digitally lead campaign

Applications and enquiries are both up for the NZ Army and awareness levels are the highest of all time.

The game is still up now and has since had new weapons and a night mode added, all the elements that fell out of scope at launch (no pun intended).
http://www.youtube.com/user/OfficialNZarmy

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