The Army: new retail format

Client:

The Army

Agency:

Shelton Fleming

Project:

New retail format

Challenge: create an innovative high street presence for a previously unapproachable brand

Solution:

an open, engaging and interactive environment, encouraging the public to meet their Army; using the theme of 'more', to reveal the extraordinary breadth of roles, responsibilities and opportunities.

Results:

strong PR coverage, recruitment levels 6 times higher that comparative areas nationally.