Army Everest

In 2006 the British Army attempted to reach the summit of Everest. Alongside this attempt they ran a media campaign to raise awareness for their expedition, as an indirect recruitment campaign. The concept was, to be in the Army you aren't just a soldier, you are an adventurer, and someone who pushes themselves to the limit; this campaign was massively successful, and resulted in a huge number of recruitment applications. I think this says something for the way they went about this, the online blogs of the expedition coupled with the press (see above) and tv ads resulted in a hugely successful campaign operating on several media channels. It conveyed a sense that it is a way of life to be involved in the British Army, and unexpectedly, it was a way of life that many people aspired to. This campaign is a brilliant example of the way a strong tone of voice and sometimes indirect approach to solving a problem can yield the best results, and why marketing today is as much about giving back to the market as it is taking from it.