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French Army (L’Armée de Terre)

Targeting 18-34 year olds with a recruitment drive using geographic and affinity programmatic activation

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LArmee de Terre 1
LArmee de Terre 2
About this campaign
+50% memorisation rate in the 18-34 target age group
Results
28 cities across France
Location
JCDecaux France, HAWK, Dentsu
Partners

The French Army wanted to drive recruitment in the 18-34 target group as well as to increase the profile of the Army with their latest campaign. 

Setting up an innovative and contextualised programmatic DOOH campaign, this ran across 28 cities across France and also on selected frames near the CIRFA, the recruitment centres of the Army. Geographic activation was coupled with affinity activation on the 18-34 target group in real-time, maximising relevancy and messaging. 

A post-test study by HAWK showed excellent results: with a +50% memorisation rate of the campaign for the target audience (+ 5% above the standard), as well as 65% of respondents associating the campaign with the Army. 

For full details, download the case study.

 

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