To recruit quick-thinking, intuitive people with great marksmanship into the New Zealand Army. Specifically, males aged 18-23.

The people in our target audience develop their skills, entertain themselves and challenge each other with video games. And if they have the skills to master video games, they might just have the skills to succeed in the New Zealand Army.

So, we custom-built an army-style video arcade game to challenge potential recruits with this question: COULD YOU PLAY FOR REAL?

The most advanced mission in our game was ‘HOTEL ALPHA’. Any player who could complete this mission was invited to enter their details into our touch screens, to go in the draw to win a Land Armoured Vehicle driving experience at a NZ Army base.

The arcade game’s interactive touch screen component provided the New Zealand Army with an instant database of players who had proven themselves to be quick-thinking, intuitive people with great marksmanship. It also gave us their phone numbers. We had a list of potential recruits, and a way to contact them.

17% OF PLAYERS MASTERED ‘MISSION HOTEL ALPHA’ 84% OF THOSE PLAYERS GAVE US THEIR DETAILSTHEY’RE CURRENTLY BEING CONTACTED BY NEW ZEALAND ARMY RECRUITMENT OFFICERS.