Media Buying Brief
1a) Customer1 Information
Customer Department/ALB / Organisation:

Capita / British Army

Customer contact (tel/email):

xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Policy area:
Specific campaign:

Belonging 2019

1b) Communications Strategy
Outline of strategic approach:
Creatively, in-a-nutshell, how 2019 evolves from
2017-18:
•
•
•

2017: Show the benefit of belonging ->
2018: Make the benefit of belonging feel
personally attainable.
2019: Because of belonging someone like me
can do something that matters (STM)

To join, recruits must believe 2 things:
1. There’s a benefit - an army career can
benefit them as an individual.
2. It’s attainable – someone like me could join
the Army and have that benefit.
In 2017, we landed the ownable benefit, and
delivered hard results across all streams. In 2018 we
evolved this to make belonging feel more attainable
to more people. This year we need to work harder to
show what belonging in the Army can offer an
individual today.
The audience are a fiercely driven generation,
looking for a job that enables them to make a
difference – driven by a fundamental human need to
feel like what we do matters. But in today’s job
market, the explosion of low wage service jobs in
recent years have left many feeling stuck in

1

For the purposes of this document the term ‘customer’ refers to the client

 unappealing, unstable, unsatisfying jobs of seemingly
meaningless tasks.
While employment levels are high, the ability to do
something that feels like it really matters is a rare
privilege for the few.
There’s a clear opportunity for the Army within this
as a democratiser of opportunity for a generation
that might feel they have been short changed,
offering everyone the opportunity to do something
that really matters – to them, to others around them,
to the country, and to the world.
We will aim to do this in media by making Army
reality visible, familiar and personally attainable –
through communications pillars of Reach, Relevance
and Response.
•

Reach targeting key regions and audiences
for recruitment - ensuring as many people as
possible know that the Army is recruiting

•

Relevance making the Army relatable for
potential recruits and their gatekeepers

•

Response seek to convert them in to
applicants through ‘harvesting’ media and
CTAs

•
Our x6 comms principles for implementational media
haven’t changed:
1. Always on. Our audience are connected and
never switch off, neither should we.
2. Ubiquitous. Ensuring we achieve wide but
effective R&F to drive inspiration and action
at scale
3. Integrated. Audience moves seamlessly
between devices and media; we must ensure
no dead ends to create a coherent
experience
4. Media & Creative. Working together to build
optimal messaging, right audience, place,
time
5. PR & Media in tandem. Creating media
exposure that is bigger than the sum of its
parts

 6. Long Term. Ween ourselves off prioritizing
solely short term media to drive LT brand
growth

Our implementational media should be viewed as an
inter-connected system which leaves no dead ends.
We should be able to enhance the effectiveness of
our media by ensuring that each channel does not
operate on its own and is linked, supported or in
concert with other channels.
This should be driven both by Econometrics findings
as well as a consideration of how the audience
consumes media.
Objective: what is the main thing you want to
achieve? (& is there a tangible KPI you are tracking?)

•

Awareness that the Army is recruiting.

•

Consideration of Army careers amongst core
target groups (Reg & Res), but also amongst
target groups of BAME and Female recruits.

Primary Objective: Delivery of monthly application
targets across all streams as below.

Is this activity designed to prompt behaviour
change? If so describe the behaviour change
required:
Please describe the creative approach (e.g.

Stream
January February
Reg
6,804
6,796
Soldier
Res
2,743
3,581
Soldier
Reg
804
686
Officer
Res
417
463
Officer
TOTAL
10,768
11,526
Drive an increase in applications by showing
potential candidates that they can have a career with
the Army and do something that really matters.
Your army needs you

creative brief/strategy, or finished creative)

Creatively this campaign shows how the army sees
this generation differently. Whilst some have written
this generation of young people off, as:
• Snowflakes, self-obsessed, class clowns,
binge gamers, and day dreamers.
The army recognises what they have to offer – and
sees them instead as:

 •

Compassionate, confident, spirited, driven,
and purposeful.

All this potential is exactly what the army needs to
make a difference around the world, hence our
campaign line:
Your army needs you

1c) Budget & Timings
Total Customer media budget Exc VAT

January-February: XXXXXXXXXXXXXXXXXX

Briefing issue date:

05/11/2018

Campaign timings: (please state whether different media

January – February phasing of media

channels launch at the same time or have specific timing plans)

**OOH is a separate brief being worked on
already**
1st – Search (always on)
3rd – LAUNCH – OOH + Social + PR
4th – TV & VOD kick off (PM) – plus targeted
Spotify/ digital audio
5th – Display starts – prospecting using B-roll or
OOH creative – retargeting with DCO ideally to
correspond to the individuals’ behaviour/ barriers/
drivers
6th – up-weight where possible across channels for
first Sunday blues
7th – Radio – national airtime
13th – potential continuation of OOH

1d) Channel Investment Summary
Digital online display

January – February: XXXXXXX

Jan:
Regular: XXXXXXX
Reserve: XXXXXXX
Feb:
Regular: XXXXXXX
Reserve: XXXXXXX

Digital biddable media (e.g. Search,
youtube, social, GDN)

January – February: XXXXXXX

Jan:
Search Regular: XXXXXXX
Search Reserve: XXXXXXX
Social Regular: XXXXXXX
Social Reserve: XXXXXXX

 Feb:
Search Regular: XXXXXXX
Search Reserve: XXXXXXX
Social Regular: XXXXXXX
Social Reserve: XXXXXXX

AV (e.g. TV, VOD, Cinema)

TV: XXXXXXX XXXXXXX

TV:
Jan: XXXXXXX
Feb: XXXXXXX
VOD Headline

VOD: XXXXXXXXXXXXXX

Jan: XXXXXXX XXXXXXX
Feb: XXXXXXX XXXXXXX

Audio

Audio Jan-Feb: XXXXXXX XXXXXXX

Audio Jan: XXXXXXX
Regular & Reserve XXXXXXX
Officer

XXXXXXX

Audio Feb: XXXXXXX
Regular & Reserve XXXXXXX
Officer

XXXXXXX

1e) Other Details
Regionality / or International

UK-wide

Restrictions (e.g. regional exclusions, daypart, partnerships in place)

Normal restrictions apply to Northern Ireland,
plans to be approved by XXXXXXX XXXXXXX

Assets available (e.g. creative, website or leaflets, etc. )

Launch of new creative for 2019 – formats to be
recommended to and agreed by Karmarama ASAP

1f) Contacts
Comms planning agency:

MediaCom London

Comms planner:

XXXXXXX XXXXXXX XXXXXXX XXXXXXX XXXXXXX XXXXXXX XXXX

Creative agency:

Karmarama

Creative planner:

XXXXXXX XXXXXXX XXXXXXX XXXXXXX XXXXXXX XXXXXXX XXXX

Other agency contacts (PR, Digital etc):

XXXXXXX XXXXXXX (33)

Technical contact (website tagging, etc):

XXXXXXXXXXXXXX @ Karma/ XXXXXXXXXXXXXXXX(Capita)

 2) Target Audience
Audience insight

16-24, primarily C2DE.
Our regular soldiers are young and connected. They live for their
phones and social media forms a significant part of their media day. We
therefore should account for ‘continuous partial attention’ and ensure
our campaign touchpoints are well-linked.
High indexing media include social, mobile, cinema. Not heavy live
linear TV viewers. They’re less likely to listen to traditional radio but
stream music or listen digitally.
High indexing interests include sports, music, fashion, socialising with
friends of similar age, and they don’t consider themselves good with
money, but they like taking risks and being adventurous.
Key lifestyle themes across all soldier streams from TGI work to date
include the below:
-

Open to change

-

Ambitious and money-driven, but not good at money
management

-

Thirst for variety and risk

-

Highly likely to be influenced by those around them, we cannot
speak solely to our core audience, we must reach out to
gatekeepers and peer groups

-

Core audience interests include music and gaming

Recommended GeoViewer Filters: MOSAIC Group M - Family basics
(M55) and Group O - Municipal Challenge (O62).
Buying audience
required
(Please note that it may not be
possible to specifically buy desired
audience so we will find the most
relevant proxy)

Regular: 16-24 C2DE.
Please note we have identified that the above Mosaic groups are the
“Public Sector” version from Experian. Please confirm if this is suitable
or if you will require another version of codes, which we do have.

Digital Media briefing form (Display and Biddable)
Digital Campaign Summary
Role of the digital channels (e.g.
outputs or outcomes):

Online Display

Search

Channel role is to
reinforce to the MTA
that the Army is

Role of channel is to
harvest the interest
generated by other

Social

Channel role is to
reinforce to the MTA
that the Army is

 recruiting using
relevant messaging
to encourage action
and link up with our
ATL campaign.
Push users to landing
pages to find out
more or apply.
Econometrics has
shown dig display to
be most effective
when deployed
alongside higher
reach media,
therefore we must
use display to create
connections to other
channels, helping to
maintain awareness
and harvest interest.
Ultimately display
will have a twotiered approach,
prospecting and
retargeting to
conversion.
Prospecting should
achieve a high reach
amongst our target
audience.
B-Roll footage from
the TV ad will be
available for either
prospecting or
retargeting. We want
to create synergy
between display and
TV ensuring that

media and provide
an easy and relevant
route to
information/
application.
Audiences to be
targeted by search
term, geography,
campaign – ideally
having tailored
landing pages for
maximum effect.
Search should be
synced with the
shows that we are
launching in for TV,
we should account
for larger search
volumes during this
time.

recruiting using
relevant messaging to
encourage action and
link up with our ATL
campaign. At launch
we will be using the
OOH creative to
hopefully provoke
conversation, reaction
and sharing.
Pre-7pm we should
look to run the OOH
creatives, post-7pm,
we should push
available B-roll in
order to tie in with AV
viewing.
Please ensure activity
is tied to OOH where
possible – to retarget
those that we believe
have been exposed to
the OOH creative.
Drive to website for
static formats (link
post on FB for
example), registration
page for more hardhitting response
based messaging.
Focus on our core
MTA at first to gain
traction and advocacy,
then open out more
broadly – this will
create a stronger
message of
Belonging/inclusivity.

 we’re reaching the
same audience.

Social retargeting
should run to drive
through to
registration page to
capitalise on increase
in short-term interest.

Initial results of an
A/B test to help
clarify the efficiency
of the B-Roll footage
show lower CPC but
higher CPA.

As with Search and
Display, Social should
be synced with the
biggest TV shows that
we are launching in
and should account
for upweights during
the launch weekend,
especially on the
Saturday and Sunday
5th and 6th of Jan when
the ‘January Blues’ are
setting in.

Rich media formats
have proved
successful for brand
metrics in previous
campaigns.
Carat have
previously tested
XXXXXX for dynamic
creative
optimisation,
although we aren’t
wedded to this
supplier there have
been a lot of
teething issues with
getting the test up
and running. DCO
platform to be
agreed (XXXXXXXXX
has been leading
this) and then
confirmed by
XXXXXXXX.

Campaign history

Has run before:

Has run before:

Versions of website

Desktop:

Mobile:

Destination URL(s)

Website URL: Capita to confirm
Facebook page URL:

Has run before:

YouTube Channel:

Twitter handle

 Linked in page URL:
Other URL (tumblr etc):
PLEASE ENSURE ALL DIGITAL ASSETS ARE TAGGED SUFFICIENTLY FOR
TRACKING PURPOSES
Budgets & Timings
Total digital online display
Online Display:
customer budget - stipulate (incl. Jan 5th – 28th Feb
VAT) or (exc. VAT)
Total: XXXXXXXXXXXXXXXXX
Jan
Regular: XXXXXXXXXXXXXXXXX
Reserve: XXXXXXXXXXXXXXXXX
Feb
Regular: XXXXXXXXXXXXXXXXX
Reserve: XXXXXXXXXXXXXXXXX
Biddable (Social)
Jan 5th – 28th Feb
Total: XXXXXXXXXXXXXXXXX
Jan
Regular: XXXXXXXX
Reserve: XXXXXXXXXXXXXXXXX
Feb
Regular: XXXXXXXXXXXXXXXXX
Reserve: XXXXXXXXXXXXXXXXX
Biddable (Search)
Jan 1st – 28th Feb
Total: XXXXXXXXXXXXXXXXX
Jan
Regular: XXXXXXXXXXXXXXXXX
Reserve: XXXXXXXXXXXXXXXXX

 Feb
Regular: XXXXXXXXXXXXXXXXX
Reserve: XXXXXXXXXXXXXXXXX
Targeting
Target demographics (Be as specific as

16-24, primarily C2DE.

possible in order to satisfy the varying targeting
capabilities of the digital media owners – e.g. Age,
Sex, Demographics, lifestyle, interests, career type,
etc):

Our regular soldiers are young and connected. They live for their
phones and social media forms a huge part of their media day.
High indexing media channels include social, mobile, cinema. Not
heavy TV viewers. They’re less likely to listen to traditional radio but
stream music or listen digitally.
High indexing interests include sports, music, fashion, socialising with
friends of similar age, and they don’t consider themselves good with
money, but they like taking risks and being adventurous.
Please refer to the “creative approach” which outlines some of the
key barriers and insights to our audience’s mindset.
Key lifestyle themes across all soldier streams from TGI work to date
include the below:
-

Open to change

-

Ambitious and money-driven, but not good at money
management

-

Thirst for variety and risk

-

Highly likely to be influenced by those around them, we
cannot speak solely to our core audience, we must reach out
to gatekeepers and peer groups

-

Core audience interests include music and gaming

Recommended GeoViewer Filters: MOSAIC Group M - Family basics
(M55) and Group O - Municipal Challenge (O62).
Geographical

UK: YES

England:

Scotland:

Wales:

N Ireland:

Other Regional:

International:
Detailed local information

Focus locations for geo-targeted media as below.
Primary:
Newcastle, Sunderland, Middlesbrough, Glasgow, Liverpool, Leeds,
Cardiff, Sheffield, Bradford, London, Birmingham, Manchester.
Secondary:

 Leicester, Stirling, Dundee, Blackpool, Hull, Scunthorpe, Nottingham,
Stoke, Swansea, Bournemouth, Plymouth, Southampton.
Search networks

Google:
Joint Marketplace (Bing):

Display networks

Govt Trading Desk:

Site Targeting:

Primary focus for
conversion

TV sync partner.

YouTube promoted videos

No: YouTube is not
approved

Facebook (CPC/ASUs/Posts)

Yes

Previous channel learnings and
specific requests:

Display:

Geo-targeted mobile to OOH sites,
events, and ACCs (see Rhea from Capita)

No

Activity should be efficient and traffic driving, creating simple
shortcuts between channels and with focus on delivering applications.
Results have indicated that the audience respond well to
XXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXX.
B-roll creative is available and should be distributed in prospecting,
relevant content & online environments through in-read formats.
Search:
Contextual search ads relevant to user search term (use Karmarama
messaging matrix, i.e. search about salary is served salary and
benefits copy). Dynamic search ads to be implemented, using areas of
focus from Capita to serve details of nearest local ACC. Keywords and
Ad Copy should be reviewed based on learnings from the PCA.
We should take advantage of search format developments with the
use of images to dominate as much space as possible.
Social:
For the launch, we should be looking to drive 1+ reach to ensure that
as many of the MTA has seen the OOH creative as possible. It lends
itself well to full screen mobile ads.
Role varies by strategy strand.
Reach: FB, SC, IG, TW – impactful formats (and 2:1 vertical video/
animation) to cut-through and create awareness.

 Relevance: Extend engagement of campaign, through conversation
and keyword targeting. Utilising visual animations being produced by
creative agency to deepen connection with audience and drive
consideration. Social TV sync. Candidate channels FB & TW.
Response:
Sequentially messaging most engagement users, to encourage to
apply, candidate channels FB & TW.
What does TouchPoints suggest
for the deployment of messaging
via Online, mobile and VOD (e.g.
relevant
mood/location/secondary
activity)?

XXXXXXXXX indexes highly against all our audiences – opportunities
should be considered here.
Often dual-screening or multi-tasking.

KPI’s, Measurement &
Reporting
What are we measuring?

Online Display

Search

Social

Applications:
Registrations:

Applications:

Applications: FB & LI

Sales:

Reach: FB, SC, IG
Engagement: TW, FB, IG

Key performance indicators

Target CPA:
Conversion stand

Target CPA:

Social:

Target CPC:

Depending upon strategy
strand.

Viewable Reach:

-

Reach

Awareness strand

-

Engagement

-

Applications

Prior performance (Please share
any specific CPA’s achieved for
display and biddable activity)

Display:

PPC:

Paid Social:

Carat to advise

Carat to advise

Carat to advise

Required performance reporting
frequency:

Fortnightly / Monthly / End of campaign / Other - Weekly

Tracking
Is it possible to add third-party
tags to your website? If so,
please detail type of tag. (Customer

Yes. Capita to confirm process (XXXXXXXXXXX, XXXXXXXXXXXXX)

to confirm. Provide contact please) (na for mobile)

PLEASE ENSURE ALL DIGITAL ASSETS ARE TAGGED SUFFICIENTLY FOR
TRACKING PURPOSES

3rd Party tracking

DoubleClick/DART

Speedtrap/SAS

Webtrends

Omniture

Adobe Analytics

Other (pls specify)

 Do you require your Google
analytics account (if applicable)
to sync with Google PPC?
(Customer to confirm) (n/a for
mobile)
Retargeting strategy

To be agreed between MG OMD and MCUK – pages and creative TBC
(DCO?)
Re-targeting optimisations to be made vs. applications.
Consideration of cross device usage, how can we effectively re-target
users without over-exposing, we should also utilise the benefits of
search retargeting for all appropriate channels.

Digital Creative
Brief description of work,
whether including
brand/campaign proposition,
and any mandatory
requirements:

Karmarama to advise
Static formats to be rationale conversion driving creative, currently
producing
29x Regular Soldier executions
23 x Reserve Soldier executions
All executions delivered as:
300x250
728x90
160x600
120x600
300x600
970x250
320x50
MGOMD to advise on further required formats and specs ASAP (at
latest by point of plan completion)

Are there any daypart, day of
week or editorial environment
recommendations or
restrictions?

Previous learnings show XXXXXXXXXXXXXXXXXXXXXXXXXXX best for
conversion, so this should be the focus of response activity.
Awareness-led activity should be optimised around when our
audience interacts with media.

 Mobile first approach should be adopted, consider use of mobile
display specialists such as Mapp, Weve, Mobkoi, Mobsta as well as
apps such as Teamer for contextual relevance.
Please specify number of
formats for paid social activity.

KARMARAMA TO CONFIRM
Formats in STATIC and SUBTLE MOTION
Me Me Me Millennials
Phone Zombies
Class Clowns
Binge Gamers
Snowflakes
Selfie Addicts

B-Roll
Youtube – Do you wish to
deliver a click through or just
views (Please provide URL of YouTube channel.

Karmarama to confirm avails

N/A

You will need to send URL of ad that you wish to
promote 3 working days prior to live date)

What specific channel tests are
in place, and how will they be
measured?

Conversion tracking – Adobe Analytics

Trafficking details

No of formats: TBC based on plan No of creative iterations:

Econometrics media effectiveness
Army Jigsaw brand tracking

Rotation detail:

Delivery date of each rotation

Keywords & Ad Copy
Keyword considerations (please state
if an existing account can be utilised or will a new
build be required?)

Existing: (please provide a contact to receive a list of keywords and ad
copy)
Karmarama and 33 were working on master messaging matrix which
should be shared.
MGOMD to assess existing asset bank.

Any search Call to action(s)

Find out more.

 Apply now.
Ad types

Text:

Image:

Video:

Text to call:
MGOMD to advise on best format based on previous learnings and
campaign KPIs.
Ad copy/assets supplied

Yes

Ad copy considerations/call to
action (Does ad copy need to be refreshed or

No

No

To Follow

are there any new messages you would like to
promote. Please provide these messages if they are
known)

Keyword and ad copy approval

XXXXXXXXXXXXXXXX (Capita)

Clash management
Are you aware of any keyword
clashes with other campaigns?

Yes

If yes, what is the campaign in
question?

Navy and RAF, MG OMD to manage. Also de-conflict with 33 tactical
campaigns, contact is XXXXXXXXXX.

No

Are the clashing or negative
keywords critical to your
campaign audience? If so, why?
Website
Who controls the site(s)?
(include name, state if contact
for tagging is different)

Creative agency

Contact name

XXXXXXXXXXX

Other - Capita
Customer

XXXXXXXXXXXXXX
Email

XXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXX

Contact details
Do you have a container tag?
Do you need any changes to the
DFA spotlight tags or new
spotlights added?
If they can, what are the
turnaround times?
Additional Digital Information

Yes
No

Analytics agency

 Please provide facebook URL
and Twitter Handle
Please provide contacts that can
approve admin access in order
to implement promoted
posts/tweets
Specify the role for media owner
partnerships (please specify link
with other channels where
appropriate):
SEO
Who manages SEO?

In House

SEO Agency

Creative Agency

Other
Contact name

XXXXXXXXX

Email

XXXXXXXXXXXXXXXXXX

Contact details

AV channel brief
Campaign – AV channel specifics
TV

Role of the channel (e.g. outputs,
outcomes). Refer back to ‘Objectives
and lessons learned’ section above:

VOD

Primarily to drive
awareness that the
Army is recruiting
and land the new
creative, whilst also
increasing
consideration
amongst MTA.

The role of VOD will
be to extend our TV
coverage and
provide penetration
for the messaging to
drive registrations
and short-term
applications.

All comms must hang
off TV, this is our
lead media so we
must ensure easy
and accessible
connections to other
channels, and
synchronise where

In this brief we are
considering all forms
of OLV within VOD;
network VOD,
broadcast VOD.
VOD will launch on
the same day as TV

Cinema
n/a

 efficient connections
between each can be
made (e.g.
display/social TV
sync, ppc search copy
replicating TVC,
social keyword
targeting around key
spots, etc.).
TV will launch in the
first week after New
Year ideally on the
evening of 4th
January and build
reach over Saturday
– Sunday. We want
to launch in
programmes that
have shared viewing
and moments of
belonging.

AV requirements / formats:

on 4th Jan, we want
to drive a high reach
on the launch
weekend of 4-6th
Jan. Things such as
CoverPlus on ITV
and Surge on 4OD
should be used to
bolster our share of
voice over the first
weekend and cut
through the noise.

Trolley Wally 60"

Trolley Wally 60"

Trolley Wally 40"

Trolley Wally 40"

Trolley Wally 30"

Trolley Wally 30"

Trolley Wally 20"

Trolley Wally 20"

Gamer 30"

Gamer 30"

Gamer 20"

Gamer 20"

Bubblewrap 30"

Bubblewrap 30"

Bubblewrap 20"

Bubblewrap 20"

Jan TV = XXXXXXXXXXXXXXX
Total AV Customer budget - stipulate
(incl. VAT) or (exc. VAT)

Feb TV = XXXXXXXXXXXXXXX
Jan VOD = XXXXXXXXXXXXXXX
Feb VOD = XXXXXXXXXXXXXXX

Targeting
Audiences to report against: (specify
if campaign audience, target group or

TV should continue to perform our “headline” role, targeting a broad
audience – 16-24 year olds and gatekeepers (parents, grandparents,
teachers etc.)

 buying audience
‘BARB’/‘FAME’/‘comScore’)

Reporting audience: Ads 16 – 24.

Regionality (please specify including any exclusions

National

and whether regional creative may be produced)

Previous channel learnings:

Deployment of messaging via this
channel (eg relevant
mood/location/secondary activity)?

Econometrics shows that TV helps augment the effectiveness of
digital display activity when run in tandem, suggest implementing
sync measures
XXXXXXXXXXX is strong for website conversion, we should upweight
ratings in XXXXXXXXXXXXXXXXXXXXX to raise awareness over the
XXXXXXXXXXXXXXXXX. This should be done without compromising our
high impact spots on XXXXXXXXXX.
For the launch weekend we want to achieve a high reach on Saturday
and Sunday in peak spots.

Are there any daypart, day of week
or editorial environment
recommendations or restrictions?

We should prioritise achieving reach and then effective frequency
with our budgets. In terms of campaign shape, please endeavour to
build maximum reach and then sustain the campaign accordingly to
build frequency. XXXXXXXXXXXXXXXXXXXXXXXXXXX has proven
effective.
Please note effective frequency recommendations below.
Given the creative message, we should place our hero spots around
key moments of belonging for our audience such as sports, dating,
reality TV, etc.

Will ethnic airtime be required?

No

Measurement
Required targets and measurables
(detail outputs from outcomes, e.g. number of TVRs
achieved vs. target, number of responses, or level of
awareness or specific behaviour change that this channel
can be attributed to):

What is the copy response
mechanism?

MediaCom frequency calculator has suggested the effective frequency
of this campaign is 3 to 4, with optimum monthly OTS, accounting for
decay, being 5.9. (MG OMD to advise if realistic within budget).
Karmarama to confirm
CTA: Find Where You Belong…search ‘Army Jobs’

 What specific channel tests are in
place, and how will they be
measured?

Econometrics
Jigsaw brand tracker

Creative, copy, format, production
Creative materials (e.g. copy scripts
or videos/.mpegs):

Available from XXXXXXXXXXXXXX at Karmarama

Lead with 60” spot, then transition to frequency building spot lengths
ASAP
Trolley Wally 60"
Copy lengths, rotation ratios and
phasing/timing/weighting of activity:

Trolley Wally 40"
Trolley Wally 30"
Trolley Wally 20"
Gamer 30"
Gamer 20"
Bubblewrap 30"
Bubblewrap 20"

Guide for relevant editorial
environment:

TV. Given the creative message and the audience, we should place our
spots around moments that will prompt engagement from our
audience such as cult shows (e.g. comedy, sports, dating, reality TV,
etc.) where they are likely to comment or interact digitally and we can
subsequently message them

Is anything mandatory, or are there
any specifics (e.g.
programming/station or region)?

If we can identify any Army-specific aspirational programming we
should capitalise on this (C5 Raw Recruits, SAS Are You Tough Enough
etc.)

Radio channel brief
Campaign – Radio channel specifics
Role of the channel (e.g. outputs,
outcomes). Refer back to the
‘Objectives and lessons learned
section above:

Audio is tasked with operating across all areas of the journey. It
should make people aware that the Army is recruiting as well as drive
those who are interested towards registration/application.

 Historically a big driver of total interest we can use the STM
messaging to engage the audience as well as convert.
Digital audio will launch on 4th January in line with TV and VOD. Linear
radio will launch on 7th January.
Jan: XXXXXXXXXXXXXXX
Regular & Reserve XXXXXXXX
Officer XXXXXX
Total radio Customer budget stipulate (incl. VAT) or (exc. VAT)

Feb: XXXXXXXXXXXXXX
Regular & Reserve XXXXXXX
Officer XXXXXX

Targeting
Like TV, Radio should continue to perform our “headline” role,
targeting a broad audience – 16-24 year olds and gatekeepers.
Reporting audience: Ads 16 – 24.

Audiences to report against (specify
if campaign audience, target group or
planning/buying audience ‘RAJAR’):

Within digital audio, as with VOD, we should explore opportunities to
build interest and motivation segments such as those highlighted in
the introduction – sports, music, fashion, action, adventure, gaming.
Contextual relevance of creative should be considered, placement
around themes of feminism, equality, gender, race, religion, etc.
We want to see digital audio considered as a channel to take
advantage of the granular targeting capabilities especially for Spotify.
During the launch weekend we would like to see formats considered
that would dominate share of voice over the Saturday and Sunday,
takeovers on Spotify would be a good example.
Primary
Newcastle Upon Tyne, Sunderland, Middlesbrough, Glasgow,
Liverpool/St Helens, Leeds, Cardiff/Pontypridd/Caerphilly, Sheffield,
Bradford, London, Birmingham, Manchester

Target Regionality
Secondary
Leicester, Stirling/Dunfermline, Dundee, Blackpool, Hull, Scunthorpe,
Nottingham, Stoke on Trent, Swansea, Bournemouth, Plymouth,
Swansea, Southampton, Blackpool

 Previous channel learnings:

What does TouchPoints suggest for
the deployment of messaging via this
channel (eg relevant
mood/location/secondary activity)?

Historically a strong provider of long-term interest but this has been
shortening. Spot buys for conversion.
Breakfast and drive key to covering off gatekeeper audience.

Site traffic and conversation rate peaks earlier in the week.
Are there any daypart, day of week
or editorial environment
recommendations or restrictions?

Target moments of solo listening, strengthening the themes of This is
Belonging, Spotify can build custom playlist and moments targeting
which we should utilise. This could include gym/ workout playlists or
indeed targeting the MTA during commuter hours. Sponsored
Sessions would be an opportunity for e.g. listening ahead of going out.

Is anything mandatory, or are there
any specifics (e.g. station or region)?
Measurement
Required targets and measurables
(detail outputs from outcomes, e.g.
number of responses, or level of
awareness or specific behaviour
change that this channel can be
attributed to):
What specific channel tests are in
place, and how will they be
measured?

1. R&F vs. TA
2. Registrations/ applications

Econometrics
Adobe – tracking TBC
Jigsaw brand tracker

What data is required for ongoing
optimisation, and in what format?
Creative, copy, format, production
Creative materials (e.g. copy scripts
or audio):

Karmarama to provide

Can you provide information
regarding the tone of messaging:

Karmarama to provide scripts

Copy lengths, rotation ratios and
timing/weighting of activity:

KARMARAMA TO CONFIRM
30” & 20” headline

 What is the copy response
mechanism (e.g. telephone number,
specific website or mailing address)?

Search Army Jobs

Is there any community specific
messaging?

No

Additional radio specific information
Include digital radio/DAX/Spotify
Is anything mandatory, or are there
any specifics (e.g. station or region)?

Spotify can include AV formats if recommended
Podcasts are low reach but high impact for the audience, please
consider Acast