Australian Defence Force Digital, DM, Case study AIR FORCE FM [video] by GPY&R Melbourne

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AIR FORCE FM [video]

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Industry Recruiting, Government & Other Authorities
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market Australia
Agency GPY&R Melbourne
Art Director Joe Sibley
Copywriter Psembi Kinstan
Released January 2013

Awards

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

Advertiser: DEFENCE FORCE RECRUITING
Agency: GEORGE PATTERSON Y&R
Category: Short Format Internet Film
Advertising campaign: AIR FORCE FM
Production Manager: Bruce Patterson (GEORGE PATTERSON Y&R Melbourne)
Technical Lead: Brett Harris (GEORGE PATTERSON Y&R Melbourne)
Air Force Marketing Manager: Kate Mathias (Defence Force Recruiting)
Group Account Director: Julian Bell (GEORGE PATTERSON Y&R Melbourne)
CCO: Marcus Rebeschini (GEORGE PATTERSON Y&R Singapore)
Copywriter: Psembi Kinstan (GEORGE PATTERSON Y&R Melbourne)
Senior Account Manager: Sally Borda (GEORGE PATTERSON Y&R Melbourne)
CD: Toh Ha Ming (GEORGE PATTERSON Y&R Singapore)
Senior Air Force Marketing Officer: Tim Bowden (Defence Force Recruiting)
Accounts: Avril Lim (GEORGE PATTERSON Y&R Singapore)
Art: Brad Wilson (GEORGE PATTERSON Y&R Singapore)
Copy: Adam Miranda (GEORGE PATTERSON Y&R Singapore)
Account Director: Alice Mason (GEORGE PATTERSON Y&R Melbourne)
Chief Creative Officer: Ben Coulson (GEORGE PATTERSON Y&R Melbourne)
Art Director: Joe Sibley (GEORGE PATTERSON Y&R Melbourne)
Art: Kon Marinis (GEORGE PATTERSON Y&R Singapore)
Sound Designer: Paul Baxter (Risk Sound)
Relevancy
AIR FORCE FM - The job application that the applicants built themselvesCommunication Technicians/Engineers are responsible for constructing 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.
Implementation
SOLUTIONWe gave 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.
Outcome
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.
Client Brief Or Objective
BRIEFFind 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.