With less than one percent of the American public having served in the U.S. Army, the Army is launching a new creative campaign that will help the American public better understand what makes the Army unique and vital to the nation.
The new campaign launched nationally on Nov. 30, with a 30-second television commercial “Tunnel/Special Forces,” followed by three additional spots that will air in the ensuing weeks.
Over the last several years, market research has indicated that most Americans, including those considering service in the armed forces and their influencers (parents, coaches, etc.), were not aware of what makes Army service unique. Historically, Army marketing has focused on the individual benefits of being a Soldier – such as the education, skills and experience prospects will gain. The new marketing campaign will continue to directly support recruiting by better defining the Army – what the Army is, who the Army is, the broad scope of missions it performs on behalf of the nation, and the elite team of teams comprised of highly skilled professionals that make the Army all that it is.
“Before there could be a United States of America, the nation needed the U.S. Army in order to gain our independence and embark on the unique experience that is America,” said Mark S. Davis, deputy assistant secretary of the Army for marketing. “That’s a very proud and unique legacy. Army Soldiers, from 1775 to today, have always been America’s first team. They bring together a diverse set of talents, ultimate professionalism and uncompromising values to make things happen. The U.S. Army always answers the nation’s call and no matter the mission, the environment or the difficulty; and, the Army has the scope and capability to adapt, learn and advance in order to get the job done.”
Most Americans associate “team” with their favorite sports team. As such, the new Army spots aim to visually blur the line between sports teams and the Army team, and encourage viewers to support, join, or recommend the team that makes a real difference: the U.S. Army team, Davis said. Each television execution concludes with an unexpected application of the Army’s expertise that shows the breadth of the Army mission and its unique versatility.
The campaign will be fully integrated across other Army Marketing and Research Group (AMRG) efforts including, digital, social, public relations and event marketing.
About Army Marketing and Research Group (AMRG)
The Army Marketing and Research Group (AMRG) is the U.S. Army's national marketing, marketing research and analysis and accessions analysis organization. The AMRG develops innovative and effective ways to: connect with the American public and make the Army more accessible and understood; increase awareness of both the benefits and value of Army service; and motivate the most qualified candidates to choose the Army as their service of first choice.
About McCann Worldgroup
McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is the Army’s marketing agency of record. McCann is a leading global marketing services company with 23,000 employees in more than 120 countries, comprising McCann Erickson (advertising), MRM//McCann (digital marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), FutureBrand (consulting/design), ChaseDesign (shopper marketing) and PMK-BNC (entertainment/brand/popular culture).
Contacts:
Alison Bettencourt, 703-545-3442
