Army Recruiting Group marketing director Mark Bainbridge saw the potential of the 2006 Everest West Ridge expedition to raise awareness of the Army pushing itself to the limit in a non-combat environment. True Digital were tasked with creating a website to follow the three expedition teams as they made their attempt on three separate peaks in the Himalayas. True Clarity had just 6 weeks to implement the vision before the team were due to start the climb.
True Clarity used Microsoft Content Management server to allow the teams’ reports and updates to be sent direct from base camp at the foot of Everest. Once uploaded these reports were made available online and through RSS, email updates, mobile text alerts and video clips sent to Symbian handsets. Podcasts told the story of the climbers in their own words. Downloadable video clips of the teams in action brought the attempt to life and blogs from the climbers gave an insight into the daily life of the soldiers.
Although the climb ended in failure the websites use of Web 2.0 techniques helped make this the Army’s most successful campaign ever in recruitment terms. According to the Army Recruiting Group the campaign resulted in a 100% increase in enquires compared to the previous quarter. The site went on to win Campaign Awards for Best Digital Campaign, Best Use of Interactive and Best Acquisition Marketing Campaign, thanks to True Clarity’s ability to deliver the complete solution in just 6 weeks.