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French Land Army - Recruitment campaign - Dentsu Creative chooses the challenge to better recruit the next soldiers.

French Land Army
23/09/2024
Advertising Agency
Paris, France
32
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Agency / Creative
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Objective: Dentsu Creative has launched a new recruitment campaign for the French Land Army, aiming to enlist 16,000 new soldiers and 5,000 reservists annually until 2028. This initiative is part of a broader transformation of the Army.

Challenges: The campaign addresses the unstable geopolitical context and competitive job market, aiming to attract young people who may not have considered the Army as a career option.


Strategy:

  1. Psychological Lever: The campaign uses the principle of reactance, challenging young people with the question, “Army of Land. Can you do it?” to provoke interest and engagement.
  2. Tactical Lever: A digital and field ecosystem guides candidates through a personalized recruitment journey, utilizing micro-conversations and tailored content to address their questions and concerns.


Communication Approach:

  • From Top-Down to Conversational: The strategy targets “undecided” youth, aiming to challenge misconceptions and indifference towards the Army.
  • From Value-Based to Experience-Based: The campaign showcases the real-life experiences of soldiers through immersive films and realistic visuals, emphasizing the challenging and engaging nature of military life.


Multichannel Deployment:

  • Determination Path: Physical and mental challenges in various cities to engage young people.
  • Immersive Films: Directed by Valentin Guiod, these films depict the raw reality of Army life and will be broadcast on multiple platforms.
  • Digital and OOH Campaigns: Utilizing social media, lead ads, and native advertising to reach the target audience.
  • National and regional press relations campaign: the aim is to involve educators, employers, and candidates’ relatives in the recruitment process, ensuring a comprehensive and supportive approach to enlisting new soldiers.


Collaboration: Dentsu Creative worked with Dentsu Public for strategy and media buying, and Wellcom for public relations, creating a multidisciplinary team to support the campaign. 

About Dentsu Creative France

We are DENTSU CREATIVE France.

Our offices are based in the center of Paris where flexibility, harmony and collaboration are the hallmarks.

At DENTSU CREATIVE France, we transform brands and their businesses through the power of modern creativity in an integrated model that combines Insights, Strategy, Creation, Media, Events and HR/CSR Consulting.

New network. New challenges. New opportunities. Join us!


Local Leadership

NATHAEL DUBOC
CEO

SEBASTIEN ZANINI
Executive Creative Director & Deputy Managing Director



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