THE ARMY: FOUND YOUR DREAM JOB YET?
British Army and Time Inc join forces to explore opportunities available for women| January 29th, 2016
With January comes the advent of change. Whether this be a new gym routine, new resolutions or a new career. Nearly one third of people in the UK have ‘looking for a new job’ at the top of their new years to do list. To capitalise on this, MediaCom Beyond Advertising launched the second cross platform partnership with Time Inc and the British Army to promote the lifestyle and roles available to women within the military.
MBA has progressed the partnership since last year’s Cannes shortlisted and CMA Gold winning work, developing the groundwork started with three distinct audiences, addressing how their different career aspirations could work in the Army.
Together, MBA and Time Inc have produced over 40 pieces of content on and offline. The campaign continues to talk to a broad range of women nationwide but delves deeper into adventure, culture, fitness, future, skills and careers for women in the British Army.
Over three shoot days, we challenged the Marie Claire, Look and Now editorial teams to be put through their paces and experience a day in the life of Army women. This ranged from shadowing officer helicopter pilots at the Royal Aviation Control Centre to mucking out horses with the King’s Troop soldiers in Woolwich. We captured their experiences across short-form video, digital articles and print advertorials. Working together with the MBA SEO team, we have ensured that the partnership is integrated with the Army’s existing content hub, so that the user experience is seamless.
Having being live for just over 3 weeks, we have already achieved half of our video views target, with high dwell times across all articles.
Check out the content so far here on our bespoke Army super page, with new articles and advertorials being released from now until June.