FIGHTER PILOT: BEHIND THE VISOR

Short List
TitleFIGHTER PILOT: BEHIND THE VISOR
ClientAUSTRALIAN AIR FORCE
Product / ServiceDEFENCE FORCE RECRUITING
CategoryA09. Best use or integration of digital or social media
EntrantGEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Entrant Company GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Contributing Company 2 GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Contributing Company JUNGLEBOYS Darlinghurst, AUSTRALIA

The Campaign

Fighter Pilot: Behind the Visor ran primarily online, and there are no restrictions on content in Australia. Strange as it may seem, the Australian Air Force struggles to find recruits for the role of Fighter Pilot. The problem is, very few people know what it takes to become one, and fewer think they even stand a chance. So, we had to show them.

Results

Fighter Pilot: Behind the Visor is an unprecedented look through the eyes of a trainee Fighter Pilot, that shows how an everyday civilian can be turned into a top-gun. In essence, it's the training you do to become a Fighter Pilot, before you train to become a Fighter Pilot. The desired outcome was to show potential candidates it was possible to become a fighter pilot, if you were smart and dedicated. This was delivered across a multitude of touch points. 45 first person videos filmed by real Air Force pilots were created and shared on youtube and via the Behind the Visor site. These videos had different interactions from pilot controls, to observational tasks, to multiple pathways to show what happens in training. In addition, candidates were required to : - Identify active bombing targets using both innate and enhanced google maps navigation. - Fly by sight using pre-determined landmarks to navigate a course at low-level. - Bury their head in the books studying emailed course notes, applying what you’ve learned, and taking spot tests in lateral thinking. - Meet current pilots via MMS and on the ground at live RAAF bases in Australia. - Refuel a fighter jet midflight en route to Bersama Shield - an international military exercise in Malaysia, and co-ordinate a simulated attack on enemy frigates assessing everything from mission information, to current weather conditions, and collateral damage. The entire course was delivered across 3 platforms, with 45 videos embedded in google maps, and over 150 interactions resulting in multiple outcomes. The end result is as close to becoming a Fighter Pilot as you can get, without leaving the ground.

There were multiple channels of promotion of Fighter Pilot: Behind the Visor. Youtube pre-roll advertising, Banner ads, TV ads, Radio ads, Posters inside recruitment offices Australia-wide, and also being promoted through the Defence Force Australia website.

The Australian Defence Force prohibit the disclosure of any information pertaining to recruitment targets or military personnel.

Credits

Name Company Position
Tim Bowden Defence Force Recruiting Air Force Senior Marketing Officer
Kate Mathias Defence Force Recruiting Air Force Marketing Manager
Matt Farrugia Gpy/R Melbourne Director Of Digital
Sally Borda Gpy/R Melbourne Account Manager
Alice Mason Gpy/R Melbourne Account Director!
Luke Tellefson Gpy/R Melbourne User Experience
Dilshan Desilva Gpy/R Melbourne Lead Developer
Kota Matsuda Gpy/R Melbourne Designer
Jessica Krt Gpy/R Melbourne Digital Producer
Julian Bell Gpy/R Melbourne Group Account Director
David Curry Jungle Boys Director
Craig Melville Jungle Boys Producer
Paul Baxter Risk Sound Audio Engineer
Bill Irving Gpy/R Melbourne Editor
Sheridan Bott Gpy/R Melbourne Producer
Alex Wadelton Gpy/R Melbourne Writer
Katie Britton Gpy/R Melbourne Writer
Paul Meates Gpy/R Melbourne Art Director
Nicholas Sellars Gpy/R Melbourne Art Director
Ben Coulson Gpy/R Melbourne Chief Creative Officer