Saatchi & Saatchi Wellington’s ‘Get What It Takes’ campaign for NZ Army a YouTube hit

Saatchi & Saatchi Wellington’s latest “Get What It Takes” campaign for the NZ Army has risen swiftly to become New Zealand’s number 1 most viewed branded or sponsor channel on YouTube with over 30,000 views since it was loaded on 5 September. 

The integrated recruitment campaign uses TV trailers to drive viewers to a branded YouTube channel to view mini-documentaries and to play a unique ‘Get What It Takes’ rifle game.

Says Major Helen Horn, NZ Army, Director of Recruiting: “We’re excitedto be taking such a fresh approach to our communications by initiallyreaching our audience through TV which leads them to a fullyinteractive digital experience. Our target audience is able to engagewith the Army in a new, exciting ways, giving them a whole window intoArmy life.”

The campaign tells the story of three young,everyday New Zealanders taking on stimulating and difficult challenges.Over the course of two weeks the recruits share their insights as tohow the NZ Army equips them with the skills needed to meet the tasks inhand.

Challenges include clearing a minefield to assault anenemy bunker, administering medical treatment to a fallen soldierwhilst under enemy fire and sending vital intelligence information viathe set-up of a temporary signals unit. All challenges relate to reallife Army trades: Medic, Engineer and Communications Systems.

Thegame invites the user to experience “Get What It Takes” for themselves,simulating a real life rifle range, complete with wind shear, soundeffects and a breathing monitor. The game awards achievement badgesbased on firing accuracy and users can share their marksman scorethrough Facebook, email or by downloading it and pinning it on theirwall.

Saatchi’s digital creative director Scott Huebscher believes thecreativity of the idea is as much about the location of the game onYouTube, as it is about the game itself: “A game-basedYouTube channel is a unique use of the YouTube platform and great wayto engage users and bring them to the site to view the documentaries.More importantly, it gives them another reason to share the contentonce they are there,” he says.

Says Livia Esterhazy, GM,Saatchi & Saatchi, Wellington: “Our recruitment campaigns aremoving towards a much stronger digital focus, reflecting the key changein the way that young people now connect with brands and discoverinformation.  An integrated campaign like this allows us to showcasethat the Army is indeed a rewarding career choice.”

Agency: Saatchi & Saatchi, Wellington

TV Production Company: Sauce