In this day and age of social media and Youtube fame, it’s not easy to reach the millennial crowd which is why businesses and brands put together some pretty over the top campaigns to get to their intended audience. But this strategy has extended beyond just business but into the government as well. Specifically, Germany’s military has put their own millennial spin on one of their recruiting videos.
The classic recruiting message, “We Want You!” is getting a millennial spin. Since early November, Germany’s Defense Ministry has invested around $6.4 million in a YouTube campaign to recruit young people in their early 20s to mid-30s. Shot in a highly “reality TV” style the video follows the life of 12 young recruits almost “Real World” style.
“It gets rid of this barrier between civil life and military life,” said Capt. Ferdinand Storm, who worked at a Berlin recruitment center since October. “The two come together in a way that makes you feel as if you’re experiencing it for yourself.”
But this series isn’t just an ad campaign. The Youtube channel it’s played on boast a subscriber base of 270,000 and has generated over 30 million views since November 1st. However, do you think this is OK? Seems a little far fetched to me. The military is certainly no reality show.
Check out the video below:
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