In the year of 2003 N W Ayer was rewarded with the medal for his "Be all you can be" US military advertising campaign. For, this campaign is acknowledged to be the most successful advertising campaign of U S Army. This slogan has inspired many people and has been a part of many US military radio, TV and print advertising messages and commercials for many years. It has also found its expression through lyrics. However, of late, U S army management has sensed the need for renewing their advertising approaches and means of reaching their target audiences. For, today, U S army has to appeal to another new generation of young people and old approaches and slogans may not appeal to them as well as they used to do with the previous generations. Over some number of years US military was not able to find enough young people to join the army and that was one of the main reasons why they have decided to conduct some serious marketing researches and to engage the best advertising and marketing agencies and professionals to create new advertising campaign for them.
The need to gain a deeper understanding of US military target audiences has become obvious, same as the fact that in the army there was not enough inner recourses, which could help it to accomplish the task. After such professional and scaled researches were conducted, there was created totally new Go Army advertising campaign. US military has developed new concept and new slogan for its brand. It is the Army of One. US military management considers this new approach to U S army advertising more corresponding with the vital army objectives and with changed preferences and desires of new generation of young people it targets. Thus, US military is able to communicate with those young people in a better and more efficient way.
The researches show that today the majority of young people are concerned about the ways U S army can benefit their individual lives. They want to see some reasons why they should join the army and among those reasons there are both more emotional and ethic, as well as more utilitarian ones. Thus, new US military advertising campaign is going to address those aspects and show how joining the army can strengthen individuals mentally, morally and physically. The main idea and appeal that stands behind the new advertising campaign is the idea of offering the opportunity to people of becoming individually better then they used to be. The Army of One concept implements the idea of strong individual achievements together with being a part of the team of highly skilled and talented professionals. This advertising campaign offers its target audience attention some 212 ways to be a soldier. It is aimed at having young people to consider the army as their future prospective.
Another issue, addressed by this new US military advertising campaign is the concern of young people about whether they would have their personal life, joining the army and whether they could meet there someone alike to them. It is achieved by demonstrating and telling them the stories of real soldiers and their feedback and impression drawn from the army life.