BIMA Awards

Data: Impact | The Army

by Karmarama for The Army

Project information

Encouraging people to join The Army isn’t like asking someone to try a different tea brand or buy a new kettle. A decision to join The Army is a decision to change your life, and the recruitment process can take up to a year. After a hugely successful 2016 campaign, Karmarama had even bigger targets to hit in 2017 so needed to look to a larger, broader audience and far beyond traditional advertising to reach their goals. This campaign shows how putting big data at the heart of creativity Karmarama were able to deliver the most motivating message both at a universal and personal level, drastically increasing application volumes whilst also making the media spend more efficient.