A Climb up Mt. Everest Becomes a Media Play for U.K. Army

Footage, Audio From Non-military Expedition Used in Live Ads for TV, Radio

Published on .

Brand: British Army
Brand owner: Army Recruiting Group
Category: Government/Public Sector
Date: April-June 2006
Country: U.K.
Media Agency: Carat, ZenithOptimedia
Other Agency: Publicis, PCI Fitch, Biss Lancaster

Cream has already identified the new trend in live TV ads and we've naturally highlighted plenty of event-based campaigns. But this work for army recruitment in the U.K. represents a great combination of the two media methods.
The army ad campaign was meant to show potential recruits that joining the army will enable them to have some amazing experiences.
The army ad campaign was meant to show potential recruits that joining the army will enable them to have some amazing experiences.

This three-month campaign used live TV and radio ads based on an extraordinary event -- an army expedition to climb Mt Everest's notorious West Ridge. Part of the funding for the climb came from the government's marketing budget.

The campaign footage was shot by the climbers as they made their way up the mountain and was broadcast within 48 hours in a series of ads that charted their progress. Radio spots used real two-way radio conversations between climbers and base camp.

This Cream case represents a great way to stand out in an ad break and brings engagement and verite to the message.

The aim of the activity was to highlight the non-military side of army life and convince potential recruits that joining the army will enable them to have some amazing experiences.

The activity was naturally backed up by a website that tracked the teams, followed their progress with Google Earth layers and offered podcasts. Sky News provided added coverage and had reporters with the climbers. Sadly, the expedition didn't make it to the summit, but the marketing certainly achieved dizzy heights in terms of effectiveness.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc
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