Case Study
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Account Planning Group - (UK), Silver, 2019
The British Army, a land warfare force, connected with youth in Britain to drive up applications by reframing opinions of the "snowflake generation".
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Royal Airforce, the UK�s aerial warfare force, increased its budget by addressing gender stereotypes in advertising through a film launched in the UK that highlighted clich�s against real RAF women.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Police Now, an initiative to get young people into policing, helped tackle violent crime in the UK by launching TAKE:90, an initiative that encouraged anger management by taking 90 seconds to calm down.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Metropolitan Police, a British police force, decreased moped crime and snatch-theft in the UK by launching a set of communications that primed moped riders to the risk of theft and prompted action.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
New Zealand Police, the national police force of New Zealand, increased applications in New Zealand by releasing a recruitment video that featured a huge police chase with 70 real police officers.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Busan Metropolitan Police Agency, a police department in South Korea, created fake voyeur videos that used scare tactics to decrease circulation of such videos across the country.
Rankings
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WARC Effective 100, 2019
The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.
Rankings
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WARC Effective 100, 2019
The US Army, the land warfare service branch of the United States Armed Forces, enticed hackers who wanted to use their skills for good, through a TV spot that showed a series of hidden challenges.
Case Study
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Data and Marketing Association, Gold, 2018
The British Army, the principal land warfare force of the UK, increased applications by creating a video campaign that told the stories of real soldiers.
Research Paper
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MRS Awards, Finalist, MRS Award for Public Policy/Social Research, 2018
The British Army, a land warfare force, developed a research programme that supported a detailed understanding of its UK audience and robust quantitative data to enable evidence-based decision making.
Case Study
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Matthew Waksman and Rob Fullerton-Batten, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018
The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.
Case Study
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Institute of Advertising Practitioners in Ireland, Gold, ADFX Awards, 2018
The Irish Defence Forces, the military of Ireland, launched a targeted social media campaign that saw it reach the highest ever percentage of female members since the first inductions in 1980.
News
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31 August 2018
SYDNEY: A recruitment campaign for the Australian Defence Force has won the Grand Effie in the 2018 Effie Awards Australia, while the award for the year’s most effective advertiser went to the supermarket Aldi.
Case Study
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The Communications Council, Grand Effie, Australian Effie Awards, 2018
Defence Force Recruitment, a recruiter for the Australian Defence Force, positioned itself as a 21st Century employer by driving operational change that delivered record recruitment rates.
News
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13 July 2018
NEW YORK: The US Army will implement “more stringent oversight” of its marketing spend after an internal audit concluded that tens of millions of dollars had been wasted on marketing initiatives in the fiscal year 2016.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
The US Army, the land warfare service branch of the United States Armed Forces, launched a TV spot to subtly entice hackers who want to use their skills for good through a series of hidden challenges.
Case Study
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Ciprian Bof, WARC Awards, Entrant, Effective Social Strategy, 2018
Romanian Police reduced the number of road fatalities in the country by creating an outdoor museum about car accidents.
Case Study
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Effie Worldwide, Bronze, North American Effies, 2018
The US Air Force launched a campaign involving VR and 360 videos to help raise awareness of its special operations.
Case Study
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Effie Worldwide, Gold and Silver, North American Effies, 2018
The US Army, the land warfare branch of the United States Armed Forces, created a video ad with secret messages and puzzles in order to recruit white hat hackers who want to use their skills for good.
Rankings
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WARC Media 100, 2018
Contains the creative for the 'Independence Day: Resurgence' campaign for US Army by the agency MRM//McCann in the US.
News
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05 February 2018
LONDON: Recruitment advertising for the British Army came in for a blast of criticism last month, but its creators have argued the need to look beyond the “18-30 holiday with helicopters and guns” approach if challenging targets are to ...
News
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04 January 2018
NEW YORK: An ongoing internal review of the US Army’s marketing and advertising budget appears to question the effectiveness of almost $1bn spending on marketing programs.
Case Study
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Data and Marketing Association, Grand Prix, 2017
The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.
Case Study
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Matthew Waksman and Nick Terry, Account Planning Group - (UK), 2017
British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.
Case Study
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Account Planning Group - (UK), 2017
The Counter Terrorism Police in the UK produced its ACT campaign, to encourage members of the British public to report information to help the counter terrorism effort, by producing podcasts to highlight the importance of taking action.
