ANYTIME, ANYWHERE

TitleANYTIME, ANYWHERE
ClientDEFENCE FORCE RECRUITING
Product / ServiceAir Force
CategoryA10. Best Integrated Content Campaign
EntrantGEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Entrant Company GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Contributing Company GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Production Company PRODIGY Sydney, AUSTRALIA

The Campaign

Anytime. Anywhere.” is a multi-channel campaign integrated into one film. Following a story of a mission scramble, we not only showcased everything the Air Force has to offer, but also allowed users click on any item of interest within the film and find what normally would have been in press, radio, TVCs and digital ads. Some items users could discover were in-scene interviews, 3D renders of aircraft as well as job role information which took candidates all the way through to enquiry. The brand film was the campaign.

Results

People think the Air Force is just for pilots and their planes. Our brief was to recruit for all the other unsung roles (that were lacking enquiries). Traditionally, this level of military recruitment would require multiple executions in multiple media, but this year that changed.Anytime, Anywhere. A multichannel campaign integrated into one film. Following a story of a mission scramble we not only showcased everything the Air Force has to offer, but also also allowed users to click on any items of interest within the film and find what normally would have been in press, radio, TVCs and digital ads. The brand film was the campaign. Literally everything was clickable. Items users could discover were in-scene interviews, 3D renders of aircraft as well as job role information which took candidates all the way through to enquiry. ''Anytime, Anywhere, Anything''.

Cinema and TV commercials encouraged users to visit the interactive film and uncover all the hidden information

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

Credits

Name Company Position
Kate Mathews Dfr Marketing Manager
Tim Bowden Dfr Marketing Officer
Sally Borda Gpy/R Melbourne Account Manager
Alice Mason Gpy/R Melbourne Account Director
Jessica Krt Gpy/R Melbourne Digital Producer
John Wilosith Gpy/R Melbourne Frontend Developer
Kota Matsuda Gpy/R Melbourne Digital Designer
Dmitri Golovko Music Dg Music
Paul Baxter Risk Sound Sound Design
Adam Wills Prodigy Editor
Peter Eastgate Prodigy Dop
Serena Paull Prodigy Producer
Dael Oates Prodigy Director
Luisa Peters Gpy/R Melbourne Tv Producer
Nicholas Sellars Gpy/R Melbourne Art Director
Paul Meates Gpy/R Melbourne Art Director
Chris Northam Gpy/R Melbourne Art Director
Evan Roberts Gpy/R Melbourne Copywriter
Ben Coulson Gpy/R Melbourne Executive Creative Director