Are You Reserved for More? The British Army Reserve Unveils Recruitment Campaign

Karmarama, part of Accenture Interactive, together with Capita for the British Army today announces its latest recruitment campaign entitled ‘Reserved for More’. After the last 18 months, where we’ve seen our lives limited by restrictions, the campaign shows how the Army Reserve can answer the need for those looking for something more fulfilling, to make up for lost time.

Through the campaign, the Army want to show how by joining the Army Reserve you can add an extra dimension to your life by developing your sense of self-belief and belonging, and helping communities, letting you make a real impact all in your spare time.

This year, the Army is looking to encourage more people to apply to join one of the 500 Army Reserve units spread up and down the country. With a commitment of just 19 days a year, the Army Reserve is a paid part time commitment which can be done alongside your normal life.

‘Reserved for More’ is an integrated campaign across TV, video-on-demand, YouTube, radio, social media and digital display. Asking the audience directly if they are reserved for more, interrupting day to day life at opportune moments, in relatable ways.

TV & VOD spots reference what and when the viewer is watching, punctuating the routine and allowing for reconsideration of whether they could be getting more out of their spare time. 

Full motion digital OOH across transport & retail hubs captures people in their commuting or leisure routines, each execution offering choice of how the audience could be better spending some of their evenings or weekends – dynamically responding to distance to the nearest Reserve centres, time of day, or day of week.

Multiple social media and YouTube ads play into the audience’s habitual behaviour around those channels, and further ads will run on radio and digital display.

The campaign was developed by Karmarama for Capita and the British Army.

Lt Col Kevin Bingham said: “The Army is incredibly proud of the opportunities that the Army Reserve gives people who choose to join, from developing skills, helping communities at home and abroad, and fostering a true sense of belonging. Following this year’s Integrated Defence Review, the importance of the Army Reserve has never been greater, and with the new ‘Reserved for More’ campaign we hope to inspire the best talent to consider joining the Army Reserve in their spare time.”  

Siobhan Penrose, Head of Marketing for the British Army Recruiting Group, comments: Recruiting Group, comments: “We’re extremely proud to be launching a campaign specifically for the Army Reserve. Whilst interest in the Reserves has never been so high, 71% of all 18-35-year-olds don’t know if there is an Army Reserve unit near to home or not. In fact, most people live within 5 miles of their nearest unit, and there are hundreds of Reserve Centre locations nationwide. We hope to build on the success of previous campaigns for the Army and encourage people to pay a visit to their local units and ultimately join.”

Nik Studzinski, Chief Creative Officer at Karmarama said: “Building on the foundations of our ‘This is Belonging’ campaign, ‘Reserved for More’ speaks to people who are coming out of the pandemic with a greater appreciation of the value of their time, and an urgent desire to squeeze every last minute out of their day in order to feel fulfilled. We’re proud to work with Capita and the British Army, working to encourage the best people to live twice the life, and become part of the Army Reserve.”