The challenge
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.
The solution
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.
The result
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.