AIR FORCE FM

Short List
TitleAIR FORCE FM
ClientDEFENCE FORCE RECRUITING
Product/ServiceAIR FORCE
CategoryB03. Non-Food
EntrantGEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Entrant Company GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Advertising Agency GEORGE PATTERSON Y&R Melbourne, AUSTRALIA

Brief Explanation

Young engineering students were unaware that the Air Force offered these roles.

The Brief

THE BRIEF Find the most skilled radio technicians for roles in the Australian Air Force.

How the final design was conceived

THE IDEA We created a dedicated Air Force radio station, playing our radio ad on loop. But before you could hear it, you had to build a radio. University engineering students were sent packs with everything they needed to construct a functioning FM radio. Except one thing, instructions. Candidates proved their problem solving and technical skills; wiring, soldering and assembling the radio. Once complete, students tuned to Air Force FM, our radio station created just for this campaign. The radio ad instantly offered successful students a fast track to an exciting career.

Indication of how successful the outcome was in the market

THE RESULTS Air Force FM achieved its target of finding the most skilled recruits, and put the Air Force brand into homes across the country, as a working FM radio. The Australian Defence Force prohibit the disclosure of any information pertaining to specific recruitment targets or military personnel.

Credits

Name Company Position
Paul Baxter Risk Sound Melbourne Sound Designer
Brett Harris George Patterson Y/R Technical Director
Bruce Patterson George Patterson Y/R Production Director
Julian Bell George Patterson Y/R Head Of Account Service
Alice Mason George Patterson Y/R Account Director
Sally Borda George Patterson Y/R Senior Account Manager
Joe Sibley George Patterson Y/R Art Director
Psembi Kinstan George Patterson Y/R Copywriter
Ben Coulson George Patterson Y/R Cco
Marcus Rebeschini Y&R Singapore Chief Creative Officer
Adam Miranda Y&R Singapore Copy
Brad Wilson Y&R Singapore Art
Kon Marinis Y&R Singapore Art
Toh HanMing Y&R Singapore Creative Director
Avril Lim Y&R Singapore Account Director
Kirby Ho Y&R Singapore Production Manager
Benny Quak Y&R Singapore Production Manager