The Brief

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

Describe how the promotion developed from concept to implementation

THE IDEA: We created a job application that university engineering students had to build themselves. At university events, and engineering expos, candidates 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 dedicated 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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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.