Campaign Digital Awards 2006: Best Acquisition Marketing Campaign

Project: Army on Everest West Ridge Expedition 2006
Client: Mark Bainbridge, marketing director, Army Recruiting Group
Agency: PCI Fitch
Writer: Mark Hodder
Designers: Tiki Graves, Julien Buckley, Paul Le Herissier, Dan Sanderson

The key focus of the Everest website was to get viewers to sign up for a free poster and DVD, and to have a closer look at the career opportunities offered by the Army. The British Army had set the target of generating 35,000 enquiries by the end of the seven-week campaign. In fact, the website exceeded that by 11 per cent. According to Mark Bainbridge, the marketing director of the Army Recruiting Group, it was the most successful campaign the Army had ever run.