Campbell-Ewald Ad vertising's U.S. Navy work has helped the agency land an estimated $6-8 million project from the Department of Defense.
The project in cludes creating vid eos for interactive kiosks designed to lure recruits for other military branches, including the Army, Air Force, Marine Corps and Coast Guard as well as the Navy. The Warren, Mich.-based agency handles the Navy's $40 million account.
About 75 kiosks will be set up nationwide this summer at shopping malls, concerts, sporting events and other public areas. Potential recruits can select a video and get an overview of what a particular branch offers, said Gary Sikorski, a senior account supervisor at the agency.
The 60-second videos feature interviews with ac tive-duty re cruiters from each service branch. Ex isting footage was gathered from each branch and its re spective agency, and CEA tried to maintain the branding approach that each branch uses in its own advertising campaign, according to creative director Harvey Zuppke.
The Navy began research on a kiosk project in 1998. It found that many youths feel intimidated by a personal en counter with a recruiter when trying to get information about the military, said Cmdr. Steve Lowry, public affairs officer of the Navy RecruitingCommand.
The kiosks are equipped with a phone linked to a call center where an operator can obtain information about a prospective recruit and forward it to the appropriate military recruiter, Zuppke explained.
The videos also include Web addresses at their conclusion so a potential recruit can get additional information be fore contacting a recruiter.
Because of the Navy's role in the project's development, it was assigned the task of executing the kiosk project. Funding from the DOD was added to CEA's existing contract with the Navy, Lowry said.
The kiosk project was in development before Sept. 11, after which there was a surge in armed forces enlistment, according to Sikorski. That increase has already leveled off, he said.