Wellington - Saatchi & Saatchi New Zealand's latest "Get What It Takes" campaign for the NZ Army has risen swiftly to become New Zealand's number 1 most viewed branded or sponsor channel on YouTube with over 30,000 views since it was loaded on 5 September.
The integrated recruitment campaign uses TV trailers to drive viewers to a branded YouTube channel to view mini-documentaries and to play a unique ‘Get What It Takes' rifle game.
Major Helen Horn, NZ Army, Director of Recruiting says, "We're excited to be taking such a fresh approach to our communications by initially reaching our audience through TV which leads them to a fully interactive digital experience. Our target audience is able to engage with the Army in a new, exciting ways, giving them a whole window into Army life."
The campaign tells the story of three young, everyday New Zealanders taking on stimulating and difficult challenges. Over the course of two weeks the recruits share their insights as to how the NZ Army equips them with the skills needed to meet the tasks in hand.
Challenges include clearing a minefield to assault an enemy bunker, administering medical treatment to a fallen soldier whilst under enemy fire and sending vital intelligence information via the set-up of a temporary signals unit. All challenges relate to real life Army trades: Medic, Engineer and Communications Systems.
The game invites the user to experience "Get What It Takes" for themselves, simulating a real life rifle range, complete with wind shear, sound effects and a breathing monitor. The game awards achievement badges based on firing accuracy and users can share their marksman score through Facebook, email or by downloading it and pinning it on their wall.
Digital Creative Director Scott Huebscher believes the creativity of the idea is as much about the location of the game on YouTube, as it is about the game itself.
"A game-based YouTube channel is a unique use of the YouTube platform and great way to engage users and bring them to the site to view the documentaries. More importantly, it gives them another reason to share the content once they are there," he says.
Livia Esterhazy, GM, Saatchi & Saatchi, Wellington says, "Our recruitment campaigns are moving towards a much stronger digital focus, reflecting the key change in the way that young people now connect with brands and discover information. An integrated campaign like this allows us to showcase that the Army is indeed a rewarding career choice."