J. Walter Thompson London

Army Reserve


TA Live

To drive recruitment for the Army Reserve, we created the first live TV advertising direct from operations in the Middle East. As the adverts went live on ITV across the UK, we held a series of engaging events in 7 city centres across the UK.

Designed to engage a wider audience about the excitement and potential of joining the Army Reserve, we designed immersive experiences that deployed Army units, vehicles, props and coincide with the first airing of the live ad.

With huge live screens, real soldier interviews and bespoke content, we drew crowds across the country before switching live to the ads being broadcast direct from the front line.

We captured a wealth of content for the Army’s digital channels plus local press coverage at each event. We also over-indexing on past campaigns in number of requests to join the Army Reserve.

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