- Client
- Defence Forces Ireland
- Commandant
- Pat O'Connor
- Captain
- John Forde
- Captain
- Ciara Ni Ruairc
- Agency Producer
- Emma Ellis
- Agency
- Rothco
- Executive Creative Director
- Alan Kelly
- Lead Copywriter
- Emma Sharkey
- Lead Art Director
- Ray Swan
- Account Director
- Katie Oslizlok
- Strategy
- Emer Howards
- Production Company
- Rothco
- Director
- Ray Swan
- Director
- Paul Power
- Director of Photography
- Martin Osbourne
- Director of Photography
- Paul Power
- Director of Photography
- Darach McHugh
- Post–Production Company
- Rothco
- Editor
- Paul Power
- Composer
- Gary Grant
- Sound Mix
- Mutiny
We discovered FIT was the barrier. The majority assumed they wouldn’t be the right fit for the Army. With sniper-like data mining we found a qualified minority: dissatisfied, job-bound young women who played contact team sports.
Hyper-targeting them through Facebook, our data-inspired idea spoke directly to them. And we were spending our very tight budget in exactly the right place. In just three weeks, with a media spend of only €750, we increased annual female applications by +65%.
