The execution quickly draws the user into a battlefield scene with its clever use of audio and visual effects. Once inside the interactive space, potential recruits are presented with a series of questions such as 'Will I fit in?', 'Who is in the team?' and 'What jobs do they learn?', instantly addressing the key issues facing anyone considering a new career.
Clicking on each of the questions leads to a short informative video, which is delivered by real soldiers, not actors, reinforcing the reality and authenticity of the piece. Each of these slots culminates in a strong call to action; if the viewer likes what they have seen, and wants to find out more, they can order a free DVD.
This is not a breakthrough piece by any stretch, but it does an effective job of entertaining while informing, which is always a good combination.
In addition, the use of a night-vision goggle effect helps to whet the potential recruit's appetite for adventure, as do the interviews with the serving soldiers.
By offering a preview of the equipment the potential recruit will be using in the field, the execution gives the viewer a real sense of involvement, and the impression that they are already part of the team. Surely, in terms of appealing to the target audience, it is the concept of joining a team that is one of the most evocative draws for the Army.