U.S. ARMY
ARMY EXPERIENCE
CENTER
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U.S. ARMY
CAREER SEARCH
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U.S. ARMY
OUT OF HOME
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U.S. ARMY
BASE LOCATOR
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U.S. ARMY
MISSION SIMULATORS
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AMERICA’S ARMY
CAMPAIGN
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VIRTUAL ARMY
EXPERIENCE
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Difficult times call for innovative thinking: With recruitment numbers on the decline, the United States Army faced challenges it had never seen before. With 10-plus years of experience, the military turned to Ignited for answers. But first, we had to get to the core of the problem.
Two unpopular conflicts and countless Hollywood spoofs had created a general distrust of the Army. Most people polled believed Army life meant war and the dangers that came with it. The branch faced an uphill battle and it became Ignited’s mission to win back the confidence and interest Americans once had in the world’s most advanced fighting force. The goal was to change the perception of the Army, one person at a time.
The spark that fueled all our Army work was a shared desire to inform and educate Americans—particularly those thinking about enlisting—about the truth of Army life. Approaching each project from that perspective allowed us to really get to the heart of why someone should consider a career in the Army. And as a result, we helped reshape what recruitment looked like.
Whether people saw a video, an outdoor board, played the America’s Army video game or visited one of our interactive recruiting centers, they left with a slightly different view of the Army. We dispelled myths about living conditions, types of jobs and compensation. We showed people that there were bases all over the world. We engaged them in virtual missions and interactive displays. And, most importantly, we did away with the high-pressure recruiting spiels, allowing visitors to approach knowledgeable staff on their own terms.
Ultimately, our approach proved to be the right one. Our work and insights helped the Army surpass their annual recruitment numbers and make positive steps toward changing the public’s perception.
Oh, and we also won 3 Effie awards. Mission accomplished.
