ARMY - START THINKING SOLDIER (STS)

The idea

By building an entire communications programme around a series of online missions, the Start Thinking Soldier campaign was able to engage with notoriously hard to reach teenagers and appropriate candidates were invited to real-life events to experience what the Army has to offer first hand. Fed by a TV, press, radio and online campaign, it teased with challenges set in each of the online missions. Those interested were followed up with a targeted programme of DM and eCRM.

The numbers

Within six weeks the 'Start Thinking Soldier' site had received 500,000 online visitors. More than a million people went on to play all of the missions and after just five months 'Start Thinking Soldier' had generated more than 130 items of national print, broadcast and online coverage, reaching more than 47 million people. It has already won 25 awards including an international Webby and a D&AD nomination.

DEPAUL UK - iHOBO

The idea

With an average donor age of 65+, youth homelessness charity, Depaul UK needed to increase awareness and donations amongst a younger target audience. To achieve this, iHobo, an iPhone application intended to challenge perceptions surrounding homelessness was created.

The app, the first ever to feature interactive live action video footage, lives on the user's phone for three days. It downloads a virtual homeless person on to the iPhone and effectively demonstrates in real time the complexity of homelessness; lack of shelter, food and money, emotional distress, isolation, drug use, crime and physical and mental abuse.

Over three days iHobo is the iPhone user's responsibility with every decision made - such as offering food, money or emotional support - impacting on his life. It uses Apple's most recent Push Notification technology to send alerts to the user when iHobo needs help. Once the application cycle is complete, the user is invited to make a donation directly to Depaul UK.

iHobo reached no 1 in the App Store's free app chart within a week of its launch and in just over three weeks, it had achieved over 300,000 downloads.

CWDC - BE THE DIFFERENCE

The idea

By bringing to life the important and skilled role Social Workers perform on a daily basis, the campaign has had a dramatic impact at an impossibly difficult time - post Baby P. The integrated TV-led, press, radio, DM and online campaign delivered an inspiring challenge to quality candidates who would appreciate the level of hard skills required and the huge rewards on offer. The result has been a huge increase in those believing Social Work is one of the most worthwhile jobs you can do. And over 40,000 potential recruits have gone on to register.

The numbers

The campaign has generated results at an impossibly difficult time with over 500,000 responses and 54,634 potential recruits having registered on the site.

MALIBU - RADIO MALIBOOM BOOM

The idea

Malibu's core young audience no longer felt proud to be drinking it, so we gave drinkers social kudos by creating content they'd be proud to pass on. An online radio station was developed to broadcast the spirit of the Caribbean around the world and more than 30 hours of content featuring the station's star DJs, Wonder Full and Bernhard was seeded in all the right places online.

The numbers

Brand affiliation rose by 10% and is now at its highest ever levels. Sales rose by 11% in the US: a declining market.