The Brief

THE BRIEF Find 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.

Creative Execution

Air Force Communication Technicians and Engineers are responsible for constructing, repairing 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.

Describe the creative solution to the brief/objective.

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.

Results

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.