British Army - You belong here campaign
Targeting - 16 to 34-year-olds, the campaign specifically targets the six in 10 young people who might not have considered the Army as an option. It aims to address common misconceptions and attract a more diverse range of recruits.
Core Theme of the Campaign -
You Belong Here" challenges the traditional idea of fitting in, promoting the belief that individuality is valued within the Army. It focuses on the values that resonate with a modern generation, fostering a sense of belonging and purpose.
About the
Campaign -
The British Army's "You Belong Here" campaign, launched in September 2023, aims to dispel misconceptions and encourage 16 to 34-year-olds to consider joining the Army, across Regulars, Reserves, and Officers. The campaign challenges the notion that the Army is not for everyone.
Formula applied by the Campaign to elicit customer action -
The campaign's central theme is inclusivity, emphasizing that everyone has a place in the Army, irrespective of background or preconceived notions. It seeks to break down barriers and showcase the diverse opportunities available.
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A Look at
the Campaign
- Inclusive Message: Emphasizes that there's a place for everyone in the Army.
- Diversity and Individuality: Celebrates diversity and values individuality.
- Dispelling Misconceptions: Challenges preconceived notions about the Army.
- Modern Values: Highlights values that resonate with the current generation.
- Recruitment Focus: Targets 16 to 34-year-olds, encouraging them to reconsider the Army as a viable option.
- Capita and Accenture Collaboration: The campaign is developed in collaboration with Capita and Accenture Song.
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Brand Archetype serves as the North Star that guides the brand's Strategic Decisions, Messaging, and Visual Identity. It helps to define the brand's Personality, Voice, and Positioning in the market. For instance, a brand with the archetype of a "Hero" may exude confidence, bravery, and a sense of purpose, while a brand with the archetype of a "Lover" may evoke passion, intimacy, and sensuality. By understanding the Brand Archetype, your brand crafts a consistent brand narrative that resonates w
Brand Vibe adds a layer of emotional depth to the brand by shaping how the brand wants its audience to feel. It goes beyond the rational aspects of the product or service and taps into the Emotions, Appeal, and Aspirations of the target audience. A brand with a vibrant and energetic vibe like "Sparkly" may appeal to a youthful, eventful, and adventurous mood of the audience, while a brand with a calming and serene vibe like "Cozy" may attract audience when craving for respite, mindfulness and se
Brand Vibe adds a layer of emotional depth to the brand by shaping how the brand wants its audience to feel. It goes beyond the rational aspects of the product or service and taps into the Emotions, Appeal, and Aspirations of the target audience. A brand with a vibrant and energetic vibe like "Sparkly" may appeal to a youthful, eventful, and adventurous mood of the audience, while a brand with a calming and serene vibe like "Cozy" may attract audience when craving for respite, mindfulness and se
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AN EXCLUSIVE PORTAL OF INSIGHTS OF MORE THAN 750 SUCCESSFUL COMPANIES' - BUSINESS OPERATING MODELS, BRAND STRATEGIES, REVENUE MODELS, GROWTH CAMPAIGNS THAT MAJORLY CONTRIBUTED TO THE BRAND'S POPULARITY, MARKETING PLAN & CORRESPONDING BRAND ARCHETYPE AND BRAND VIBE & METHODS OF INCORPORATING IT'S ATTRIBUTES IN THEIR PRODUCT & BRANDING
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BRAND COLOSSAL IS AN EXTENSIVE COLLECTION FEATURING OVER 600 TRANSFORMATIVE BRAND CAMPAIGNS EXECUTED BY SOME OF THE MOST RENOWNED BRANDS. THESE CAMPAIGNS HAVE NOT ONLY SIGNIFICANTLY ELEVATED THE POPULARITY AND RECOGNITION OF THE BRANDS BUT HAVE ALSO CONTRIBUTED TO THEIR INITIAL SUCCESSES.
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