Havas has today unveiled a significant new brand campaign for the Australian Army, in its latest work for the Australian Defence Force (DFR).
The integrated 360 campaign focuses on changing the Australian public’s perceptions of the Army, by continuing Havas’ long term strategy of ‘humanising the ADF’, revealing the people behind the uniforms through their personal stories.
The new campaign aims to highlight the Australian Army’s status as one of the most people-focused and progressive armies in the world, and the variety of opportunities on offer to personnel. Marketing activity focuses on bringing Army personnel and their experiences to the forefront, unearthing personalised stories that potential candidates can relate to.
Created by Havas Sydney, the fully integrated, ‘mobile-first’ campaign, is the most holistic and interactive produced by DFR to date, and centres on bringing to life the stories of nine personnel with different jobs, education levels and backgrounds. The scale and breadth of the 360 campaign also makes it the largest in DFR history, as the Army aims to engage audiences with real-life stories by starting a conversation in their world.
Director of military recruitment, group captain Kaarin Kooij, said: “The campaign demonstrates beautifully that the Australian Army is a modern, technologically advanced employer.
“In the ADF, our people are our biggest strength. This campaign acknowledges this by sharing the personal, real-life stories of Army members. By sharing their individual Army experiences, they’re helping us to start a conversation with potential candidates about the range of rewarding, professional Army career opportunities on offer.”
Havas Sydney’s joint executive creative director Seamus Higgins said: “The Australian Army is one of the most progressive in the world. We wanted our campaign to be true to this, by harnessing the power of innovative digital and social to tell the true stories of the people who thrive within it. We’ve utilised the full capabilities within Havas across strategy, digital and social, to develop an authentic and immersive experience, which will help us reach and engage the next generation of recruits.”
The campaign will run across cinema, TV and print, as well as digital and social channels, with bespoke content encouraging audiences to explore learn each individual’s story. It will be rolled out nationally in the coming weeks.