The British Army joined forces with Marie Claire, Now and Look editors – To promote the opportunities available to women within the Army. The campaign is built around 6 themes which together demonstrate key attributes to life in The Army: Career, Fitness, Adventure, Skills, Future, Culture.
A responsive hub was designed to feature loads of editorial content, but most importantly focusing on the six themed editorial videos.
The diagram (below) illustrates the overall user journey – including the social media, Traffic and Print production driving to the site. As this campaign involves many digital content, it was important to maintain consistency throughout all design and development. It was also very important to note that the target audience and tone of campaign had to suit that of young, tech savvy, fashionable women (between16-30) considering a career in the army. The branding used had to maintain the “editorial” feel of Marie Claire, Look and Now magazines, as well as maintaining the much more ‘butch’ branding of The Army.
The hub has two basic purposes: The first is to present the 6 themed videos in an initiative way; the second is to show loads of editorial content that would be available over the course of 6 months. To increase user engagement, roll-over video buttons were created (using Adobe After Affects) to show a snippet of the video as well as enhancing the users experience. This then leads to the video carousel. The video carousel features all 6 videos which play one after the other.
