STEP-UP RECRUITMENT CAMPAIGN

TitleSTEP-UP RECRUITMENT CAMPAIGN
BrandNEW ZEALAND DEFENCE FORCE
Product / ServiceROYAL NEW ZEALAND AIR FORCE RECRUITMENT
CategoryD01. Integrated Digital Campaign
EntrantSAATCHI & SAATCHI Auckland, NEW ZEALAND
Entrant Company:SAATCHI & SAATCHI Auckland, NEW ZEALAND
Advertising/Web Design Agency:SAATCHI & SAATCHI Auckland, NEW ZEALAND

Credits

Name Company Position
Antonio Navas Saatchi/Saatchi Nz Executive Creative Director
Phil Hickes Saatchi/Saatchi Nz Copywriter
Arnya Karaitiana Saatchi/Saatchi Nz Art Director
Mac Macaskill Saatchi/Saatchi Nz Digital Art Director
Haydn Thomsen Saatchi/Saatchi Nz Executive Digital Producer
David Hunter Saatchi/Saatchi Nz Digital Creative
David Sylvester Saatchi/Saatchi Nz Copywriter
Peter Bardsley Saatchi/Saatchi Nz Digital Creative
Colin Williams Digital Developer
Matt Skinner Saatchi/Saatchi Nz Technical Lead
Linda Krug Saatchi/Saatchi Nz Digital Producer
Jo Gibbons Digital Developer
Tap Apps Digital Developer
Tim Dixon Saatchi/Saatchi Nz Group Account Director
Helene Malandain Saatchi/Saatchi Nz Account Director
Elena Babitcheva Saatchi/Saatchi Nz Account Manager
Mike Mcmillan Saatchi/Saatchi Nz Digital Developer
Nigel Philpott New Zealand Defence Force Commanding Officer Of Defence Recruiting
Mrs Jessica Nikora New Zealand Defence Force Marketing Manager Of Defence Recruiting
Ms Chantelle Fisher New Zealand Defence Force Marketing Coordinator Of Defence Recruiting

Brief Explanation

Most people considered the Royal New Zealand Air Force to be all about pilots. We had to communicate the huge professional diversity of the organisation. A TVC, e-DMs, press and banners all led potential candidates to an online game, in which we challenged users to play not just one character, but every member of an Air Force crew. Authentic missions were undertaken over scale models of typical Kiwi terrain, with users encouraged to share their progress via Facebook. We set out to recruit 82 people. Over the campaign period, more than 700 people applied in a number of key roles.

Links

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