Australian Defence Force DM, Case study AIR FORCE FM, 1 by GPY&R Melbourne

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Industry Government & Other Authorities
Media Direct marketing, Case study
Market Australia
Agency GPY&R Melbourne
Creative Director Toh Ha Ming
Art Director Joe Sibley
Copywriter Psembi Kinstan
Released June 2013


Cannes Lions 2013
Direct Lions Best Use of Direct Marketing; Dimensional Mailing Silver
Promo and Activation Lions Use of Promo & Activation; Best Use of Broadcast in a Promotional Campaign Bronze

Credits & Description

Type of entry: Best Use of Direct Marketing
Category: Dimensional Mailing
Product/Service: AIR FORCE
Chief Creative Officer: Ben Coulson (GPY&R Melbourne)
Copywriter: Psembi Kinstan (GPY&R Melbourne)
Art Director: Joe Sibley (GPY&R Melbourne)
Senior Account Manager: Sally Borda (GPY&R Melbourne)
Account Director: Alice Mason (GPY&R Melbourne)
Group Account Director: Julian Bell (GPY&R Melbourne)
Sound Designer: Paul Baxter (Risk Sound)
Production Manager: Bruce Paterson (GPY&R Melbourne)
Technical Lead: Brett Harris (GPY&R Melbourne)
Chief Creative Officer: Marcus Rebeschini (GPY&R Singapore)
Copy: Adam Miranda (GPY&R Singapore)
Art: Brad Wilson (GPY&R Singapore)
Art: Kon Marinis (GPY&R Singapore)
Accounts: Avril Lim (GPY&R Singapore)
Creative Director: Toh Ha Ming (GPY&R Singapore)
Describe the brief from the client
Find skilled recruits for communication/radio engineering and technician roles in the Australian Air Force. The problem was, young engineering students were unaware that the Air Force offered these roles.
Creative Execution
AIR FORCE FM - The job application that the applicants built themselves
Air Force engineers are responsible for constructing, repairing and maintaining the Air Force's array of communication equipment, including radio systems. Our DM pack directly tested the skills required for the role in an exciting and hands-on way. As they constructed the radio and tuned to our ad, they learnt about the Air Force roles.
The use of a dedicated radio station provided an immediate payoff, giving successful students a codeword and URL. Online the students could instantly register their details to be contacted by Defence Force Recruiting.
Creative Solution to the Brief/Objective.
We mailed engineering students a challenge in the form of a cardboard box. Inside were all the parts needed to assemble a functioning radio, except the instructions. Student had to prove their problem solving and circuitry skills, wiring, folding, gluing, testing and soldering the components to complete the radio successfully.
Once assembled, each radio was tuned to Air Force FM, our dedicated radio station created just for this campaign. The station broadcasted our ad on loop, instantly offering successful students a fast track to an exciting career.
The Australian Defence Force prohibit the disclosure of any information pertaining to recruitment targets or military personnel. Refer to the "Confidential Information" section for further information.