MATILDAS VS ARMY
There is a perception among women that a role in the Army involves being on the battle line. Females who are sport or fitness enthusiasts, with an active lifestyle, are the most likely segment of the female population to consider a career in the armed forces.
DEFENCE FORCE RECRUITMENT
To leverage the partnership between the Westfield Matildas and the Australian Army, MKTG Studio created 3 x TVC spots which showcased the shared values between the two institutions and promoted opportunities for women in the Australian Army. The partnership was pitched for and negotiated by the MKTG Commercial Rights team and brought to life in conjunction with the FFA and media communication partner UM. This content was distributed throughout the 2019 FIFA Women’s World Cup period on Matildas digital channels and via the SBS broadcast coverage.