For the first time in their history, the Dutch Army worked with a digital content-central campaign. We sent an embedded reporter -
a journalist with leading opinion-blog Geenstijl with a group of army trainees on training location in Norway. Instead of reporting, he actively joined the training. Unsurprisingly, he proved to be unsuitable for the job. Our target group intuitively understood what it takes to be suitable
for the job, delivering on the campaign objective.
The existing ‘geschikt/ongeschikt’ campaign platform has difficulties in reaching the younger target groups (18-25 y.o.).
The challenging life in the Royal Army develops unique and lasting bonds.
Rutger’s winter training in Norway
A branded content series of 7 episodes on GeenStijl TV, in which cadet Rutger discovers that he is unsuited to a career in the Army.
Each episode on GeenStijl TV
was watched by more than 800.000 unique vistor.
The armed forces receive 25% more applications.
Branded Content, Branding, Mobile, Online TV, Web