Army Recruitment: Putting the Army back in business - IPA Effectiveness Awards Case Study 1998

Brief Description: Recruitment was in decline with a poor conversion rate from the enquiry stage. The campaign was shown to raise the number of enlistments with no increase in enquiries, resulting in better quality recruits. Enlistments moved steadily to the 15,000 target. Seen to successfully communicate the key messages other advertisers have used a similar approach ;---(TAGS)--- Full Title: Putting the army back in business : how advertising rose to the army's challenge to "be the best" ; Number: 1998/7 ; Brand Name: COI - Ministry of Defence - Army ; Army Recruitment ; Client: The Army ; IPA_ProductCoding: Government Departments (Public service recruitment - armed forces, police etc.) ; Agency: Saatchi & Saatchi ; Author: Andrew Davies ;