The One Show
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Category
Branded Social Post / Branded Social Post - Single
Annual ID
OS_SM17042M
About the Work
Challenge: The odds of a woman enlisting in the Irish Army are 62,857/1. In 2015, only 350 females applied, and of those 282 didn’t show up for the fitness test. We were tasked with recruiting more women, but with a total media budget of just €1000. Idea: We discovered that FIT was the barrier. That the majority assumed they wouldn’t be the right fit for the Army. With sniper-like data mining we discovered a qualified minority: dissatisfied, job-bound young women who played contact team sports. Hyper-targeting them through Facebook, our thought provoking, data-inspired idea spoke directly to them: You’ve been training all your life for this job, you just didn’t know it. Join our Team. It also meant we were spending our very tight budget in exactly the right place. Results: In just three weeks, with a media spend of only €750, we increased annual female applications by +65%.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Rothco / Dublin
Art Director
Ray Swan
Director
Ray Swan
Paul Power
Product Manager
Katie Oslizlok
Writer
Emma Sharkey
Agency Producer
Emma Ellis
Karina Cotter
Content Strategist
Emer Howard
Emer Fitzgerald
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