Case Study: Forsvaret attracts top academic recruits with OgilvyOne Worldwide

Forsvaret - Customer Case Study

The Danish Defense Command (Forsvaret) faced the challenge of attracting highly educated young academics to its new Officers Education Program. The target audience did not identify with the military and associated the institution solely with war. To overcome this, they partnered with OgilvyOne Worldwide to reposition the organization and demonstrate that it values strategic thinking as much as physical strength.

OgilvyOne Worldwide developed a campaign focused on the shared value of leadership. The solution involved creating a series of high-quality documentary films featuring the program's actual professors discussing leadership, supported by targeted email, outdoor, and social media outreach. This strategy radically improved the general perception of the Defense Command and successfully attracted more than twice the required number of qualified applicants within the first three months.

Forsvaret