Recruiting for the armed forces is not a short conversation that can be delivered in broadcast media alone. We wanted to attract potential candidates online, where they could learn in detail about what might be on offer for them, interact with real soldiers and have any questions they might have answered. The LogicLogicMagic® solution was to create TV, radio, press & online cliffhangers which were answered online in video content. During the campaign website traffic rose by over 340%, time spent on the site tripled and recruitment enquiries rose by 65%.