The Army Camouflage case study

Back in 2000, the Army launched Camouflage, a nurture programme aimed at 12- to 16-year-olds that keeps young teenagers interested in the forces until they turn 16 and are looking at their career options. When it wanted to increase Camouflage's membership base  and improve the enlistment rate from members, it looked to TEQUILA\.

The agency put together a campaign which used a combination of member-get-member communications and inserts to current members and direct mail to ex-members. The creative was lively, with clear layouts, large fonts and bold images showing the diversity of life in the Army. 

The campaign – which picked up silver in the Customer Loyalty category of the 2008 DMA Awards – saw 9.02% of recent ex-members responding to the member-get-member communications, while 14% of Army enlistments for 2007 came from Camouflage (up from 10% in 2003).