Defensie Basecamp

Assignment

The Ministry of Defence faces an exceptional scaling challenge: accelerating growth from approximately 70,000 to 100,000 personnel by 2030, with the ambition to expand further to 200,000 thereafter. To achieve this, Defence sought to communicate that there is space for a far broader audience. Not only for those interested in combat roles, but particularly for specialists in engineering, logistics, healthcare, ICT and cyber – profiles that are urgently needed. To genuinely support people in progressing their decision-making process, more was required: a live moment. An experience that would make Defence tangible, broaden perspectives and help dispel doubts. A place where curiosity could evolve into confidence, and confidence into action.

Result

On 20 and 21 October 2025, that ambition became reality as De Doelen in Rotterdam transformed into Defence Basecamp. A careers fair you do not simply attend, but experience. Over two days, 4,846 young people and parents immersed themselves in the world of Defence. 
One of the highlights was the Basecamp Live Show: an immersive production structured in three chapters; recognition, broadening horizons and activation. From service personnel abseiling from the ceiling to fireside conversations with individuals in different uniforms. From helicopters flying overhead through 8D surround audio to the realisation: this could quite easily be my mission. Visitors were then invited to take action themselves at the careers marketplace. A carefully designed visitor journey guided them step by step through their decision-making process: an experience square, spaces for conversations with Defence colleagues, and finally the recruitment zone.
The impact was both visible and measurable. A fully engaged recruitment floor; parents reporting greater confidence; and young people who, by truly experiencing what it means to be part of Defence, felt empowered to take the next step. The event exceeded its visitor targets, generated immediate follow-up actions and even on-the-spot applications. As a result, the average number of applications was demonstrably higher than usual.