This three-month campaign used live TV and radio ads based on an extraordinary event -- an army expedition to climb Mt Everest's notorious West Ridge. Part of the funding for the climb came from the government's marketing budget.
The campaign footage was shot by the climbers as they made their way up the mountain and was broadcast within 48 hours in a series of ads that charted their progress. Radio spots used real two-way radio conversations between climbers and base camp.
The aim of the activity was to highlight the non-military side of army life and convince potential recruits that joining the army will enable them to have some amazing experiences.
The activity was naturally backed up by a website that tracked the teams, followed their progress with Google Earth layers and offered podcasts. Sky News provided added coverage and had reporters with the climbers. Sadly, the expedition didn't make it to the summit, but the marketing certainly achieved dizzy heights in terms of effectiveness.
(as found on adage)