Direct choice - British Army

If you haven't tried the Army's 'Start thinking soldier' missions online, you'd better get your boots on and report for duty. The fourth mission is now launching.

The recruitment campaign allows warm prospects to get closer to the action by taking part in a series of missions.

A direct mail pack was synchronised precisely to arrive as TV ads invited potential recruits to visit the British Army website. This pack, showing doors to a bomb factory, asked the recipient: 'What would you do? Burst through the doors, order an air strike or blow a hole in the wall?' The format means that in opening the pack, you are reaching for the 'door'. As you do, you are told: 'The door's not an option. There's a tripwire.' Simple stuff, but intriguing.

This intrigue is intended to drive recipients online to begin their own mission. These have been filmed from a soldier's point of view, offering feedback at each stage.

This campaign offers a great experience online, co-ordinated with TV support. It engaged me, aged 35. My only wish would be for the mailer to be as engaging as the online element.

Agency: Tequila\London.

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