Creating a youth lifestyle brand for the British Army
Challenge
Reach 18-24 year olds and the people who influence their decisions, bringing to life what being a soldier or officer really means, and exciting them about the amazing opportunities an Army career offers.
Solution
We created ‘The Locker’, a lifestyle brand that shows its audience that the Army world is not so different from theirs. The Locker tells stories about Army and civilian life that share the same ethos. In other words, if you’re the kind of person who enjoys The Locker content, you may well be the kind of person who would enjoy an Army career.
Solution
We created ‘The Locker’, a lifestyle brand that shows its audience that the Army world is not so different from theirs. The Locker tells stories about Army and civilian life that share the same ethos. In other words, if you’re the kind of person who enjoys The Locker content, you may well be the kind of person who would enjoy an Army career.
Results
The Locker performs well as a ‘Total Interest Driver’ and has proved more cost-effective than outdoor media campaigns. It reached more than 10% of UK 22-24 year olds in 2018, and having read the magazine, 72% of readers say they learnt something new about the Army.
10%
Of 22-24 year olds reached in the UK
72%
Of readers said they learned something new about the Army
