Every week, the editorial team deciphers the media campaign of a brand, a store or an institution. Today, we take a look at the campaign, “Can you do it?”, launched by the French Army and produced by Dentsu Creative.
Insight
Every four years, the Army launches a massive recruitment campaign for new soldiers and reservists. This one (the last one dates back to 2020) aims to recruit 16,000 new soldiers and 5,000 reservists each year. This new operational cycle is part of a major transformation of the Army. In an unstable geopolitical context and faced with competition on the job market, the challenge is significant for the Army, France’s leading recruiter.
Device
Made by Dentsu Creative, the creative agency of the international Dentsu group, the campaign to encourage people to join the troops adopts the codes (social and digital) of its target (17-32 year olds) and sounds like a challenge to be taken up. It was launched on September 13 throughout France and (special operation to test yourself) “determination course” in 5 cities in France will extend until the summer of 2028. The objective is to to create a spark among young people and to strengthen the desirability of the Army (which trains more than 100 professions) to win the hearts of young French people. How can we authentically reflect the reality of our missions, while reflecting the power of commitment? And how can we show that the aspirations of new generations can be realized within the Army? The message is simple: agreeing to join the Army means accepting a life of difficult adventureunexpected, gripping but never boring. Dentsu Creative supports a digital platform (engage.fr) conversational (from recruitment to integration) has chosen to say and show everything to project the future candidate into his real life as a soldier. Also, the communication strategy is specifically aimed at “undecided” young people: those who have never considered the Army as a potential employer, or those who have a false idea of it due to a lack of knowledge of the institution. The objective is to trigger questions about the Army, challenge preconceived ideas and remove indifference. The strategy is based on a simple principle: we want to demonstrate that we are capable of doing something even more when others think that we are not. By asking them the question very directly: “Army. Can you do it?”the administration challenges young people on their ability to integrate its ranks. We made the 3 films on military grounds with real soldiers. Three immersive films directed by Valentin Guiod report on the raw and intense reality of life in the military of Earth. “Even with a very cinematic image, we chose hyper realism (no music, the real sounds of the machines, the soldiers’ breathing…) It was a question of never embellishing the reality of military life in order to attract candidates with full knowledge of the facts. The print visuals tell a moment, in the spirit of the photo novel. The hooks affirm a reality and the signature concludes like a challenge”, reveals Sébastien Zanini, CCO of Dentsu Creative France.
Objectives
Campaign the visibility and awareness aims to install a conversation mechanism with future recruits by relying on targeted communication aimed at encouraging vocations and sweeping away preconceptions about the army.
The opinion of Nathaël Duboc CEO of Dentsu Creative
“Dentsu Creative worked closely with Dentsu Public, another entity of the group, in charge of the strategy and media purchasing of the Human Resources Directorate of the Army (DRHAT). By winning the call for tender on the creative aspect, this makes it possible to offer a fully integrated system of channels, data and content.Our challenge with this communication device is to tip the balance of the undecided in favor of commitment and to recruit new quality profiles. We accept that the military is not for everyone through a disruptive discourse and a provocative, human-level formula: “Can you do it?”. In the vast poster campaign we question the target with direct questions that challenge but we also show the diversity of the professions. We wanted to show the reality of what the profession is, to create “a clash of militarism” and not to embellish reality. We remind you that the army is not an employer, a company like any other. In a humorous tone, the campaign draws a parallel between military life and civilian life and what happens to “family meals”, “public transport” and “living in a shared apartment” once the army is integrated. Around forty “job” videos depict the reality of everyday life.
Campaign : “Can you do it?”
Advertiser : Army
Agence : Dentsu Creative
Diffusion : This campaign includes three immersive films that will be broadcast (TV, TV, connected, streaming platforms, 4Dmax cinema, VOL and DOOH), from September 15 to October 13, accompanied by a print and event poster campaign and radio spots. Digital content will be created to engage the audience via influencers.
Source: www.e-marketing.fr
