Joining the army can seem like a scary decision to make. And this certainly isn't helped by the many misconceptions that exist about the forces. We wanted to give our diverse audience the chance to engage with the British Army and learn about the Army's values and what part they could play in it. All of this while staying well within their comfort zones on a platform that they know and use on a regular basis; Facebook Messenger. Users could scan any British Army ad that they come across which would automatically open the Chatbot conversation on their phone.