FORCES.CA: THIS IS FOR YOU

Objective

The Canadian Armed Forces faced declining recruitment and misconceptions about military careers. To reach the 18-34 demographic and demonstrate what service actually involves, CAF launched a two-phase campaign: an initial video campaign (2023) to broaden awareness of military opportunities, followed by an augmented reality experience (2025) that allowed prospective recruits to immersively simulate real operational roles across Army, Navy, and Air Force branches.

Solution

The campaign combined traditional and immersive digital channels. Phase 1 (March 2023): 90-second theatrical video spot (English/French) with 15-second and 6-second derivatives, plus on-set photography, distributed through cinema, digital, programmatic, and social media, with DOOH placements in second phase across Canadian cities. Phase 2 (June 2025): An augmented reality experience featuring three interactive military scenarios—Navy (operating radar on HMCS Harry DeWolf), Air Force (delivering supplies to CFS Alert), and Army (disaster relief operations)—accessible via QR codes at 23 Canadian Forces Recruiting Centers. Users simulate real CAF operational tasks in full immersion, experiencing military roles firsthand.

Results

The 2023 'This is For You' campaign achieved a 106.2% increase in application submissions and doubled total CAF applicants, with a 104.6% conversion rate increase and 67.38% CTR improvement. However, the claim of +47.82% overall clicks contradicts available data (38.95% impressions growth). Enrollment metrics and award claims could not be verified from accessible sources.