In a time where young people are overwhelmed with choices – both educational and career-wise – Forsvaret faces a unique challenge: How do you make a uniformed career the first choice for an audience that doesn’t even have the military on their radar?
It takes more than a banner. It takes a story.
From Branding to Recruitment – And Back Again
In 2024, Forsvaret and Concept X teamed up to launch a campaign aimed at increasing qualified awareness of the officer training programmes. The mission was clear: To inform about the education being both meaningful and attractive; and most importantly, as a serious competitor to traditional academic paths.
The strategy was built on a simple yet powerful principle: Time with the user. By producing in-depth podcast episodes and native articles, we were able to challenge preconceptions, highlight leadership skills, and paint a more nuanced picture of what it means to be an officer today.
The result? Bronze at the Native Advertising Awards 2024. And more importantly: A shift in attitude towards a career in Forsvaret.
When You Have Momentum, You Build on It
In 2025, Forsvaret decided to take it a step further. The same objective, now with an even sharper format mix: Print, digital native, and high-impact display. The new campaign built on the solid foundation we had already laid. The content zoomed in on the everyday life of an officer and the person behind the uniform, and readers responded.
The analysis made by EssenceMediacom shows a clear trend: The articles increase knowledge, shift perceptions, and spark interest. Many readers describe Forsvaret as diverse, and the featured individuals as sympathetic and inspiring. That kind of perception shift is what truly moves people, and makes them consider Forsvaret’s officer training programmes as real options.
Both campaigns are proof of what happens when native advertising is allowed to go deep, not just wide. It’s storytelling that meets the audience on their terms, where platform, format, and content work together to create more than just awareness: We create consideration.
Want to Take A Look?
Here is a selection of the native articles in the campaign:
- https://www.berlingske.dk/native/kristians-helt-saerlige-baggrund-har-givet-ham-et-nyt-perspektiv-paa
- https://www.alt.dk/eurowoman/ann-marie-om-vejen-ind-i-forsvaret-du-kan-meget-mere-end-du-selv-tror/5343425
- https://www.euroman.dk/karriere/jeg-er-stor-modstander-af-kaos-hvis-jeg-ser-kaos-vil-jeg-altid-forsoege-at-skabe-orden/5521879
Ready to Take Your Brand Story Seriously?
Forsvaret’s success isn’t just a great case; it’s proof that when you think long-term and prioritise depth over noise, real change can happen.
Want to hear how we can do the same for your brand? Get in touch with us at Concept X. We’re ready with strategy, production, and distribution – and we know how to craft stories that move people.
