Creating Cut-Through

Why a video moved quickly up the ranks of the British Army

There are 100,000+ people  in the British Army. It’s a massive organisation. Competence (our client) has a product that the Army needs: an app that saves time, effort and money, with the ideal end result of a higher recruit retention rate and better trained soldiers.

The Competence app had proved its worth in earlier small scale pilots within the Army. Those who had used it were convinced it needed to be rolled out on a bigger scale. Feedback was universally positive throughout the ranks, from Corporals to the Brigadier. 

It was quickly apparent that the potential for our client’s product was huge; but how to get the message out to the wider Army? How to convince influencers and  decision makers in different departments? How even to make them aware that this app existed?

As with any large organisation, clear communication is vital but difficult to establish. Messages get confused and the product’s reputation could be easily knocked back by misinformation at any stage. Our client knew that their representatives could not always be present during all related internal discussions. How could they ensure the right information was being shared? 

Competence decided to commission a short film that would encapsulate the benefits of their app to the Army. It would allow them to control the presentation of their product, even when they weren’t in the room. It was to be a vital  tool to convince decision makers of the value of the product.

It worked. From a small pilot project involving just 48 Recruits, the Army approved a second pilot, this time involving 144 Recruits.  A first film had opened doors so Competence asked us to make another film just a few months after. They wanted a second film to gain access even higher within the upper echelons of the organisation. It worked again and now a third project has been commissioned; this time involving 1,000+ Recruits. And yes, we will be making a further film to show how the product is working on this larger scale.

The films help the viewer to download a lot of useful information in a short space of time. Moreover, they become a clear point of reference and great focus for those early conversations, during which our client is reassured that their product is being shown accurately and positively. 

The Competence app is now becoming known deep within the labyrinthine organisation that is The British Army at a faster rate than would otherwise have been possible. Its reputation is growing and this is now converting directly into more business and greater opportunity. 

This can happen to your product/service. Get in touch if you would like to discuss how video can help to accelerate your business development programme.

Philip Pickard - Head of Production