Results and Effectiveness

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.

Creative Execution

By sponsoring an unused radio frequency, we were able to broadcast Air Force content on loop. The use of a dedicated radio station provided an immediate payoff to students, giving them a codeword and URL. Online the students could instantly register their details to be contacted by Defence Force Recruiting. By creating and combining a live event, radio station, radio content and website, we made an integrated media experience that found the best recruits for the roles.

Insights, Strategy and the Idea

THE BRIEF Find the most skilled radio technicians for roles in the Australian Air Force. THE IDEA We created a dedicated Air Force radio station. But before you could hear it, you had to build a radio. At university events and engineering expos, students were given 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 station broadcast our ad on loop, instantly offering successful students a fast track to an exciting career.