The British Army briefed Publicis to address Officer recruiting: applicants had the right qualifications, however they were often lacking in qualities like confidence, courage, commitment, humility, compassion and the ability to work under pressure.These banners were designed to drive traffic to a microsite where potential recruits could test themselves against real world scenarios. In order to attract and engage, the creative played on web conventions like 404 error and F1 help and ‘obvious’ buttons. Working alongside off-line media we generated 75,000 visitors who spent an average of 11 minutes facing real challenges.