THE PRINT AD EXAM

TitleTHE PRINT AD EXAM
BrandDEFENCE FORCE RECRUITING
Product / ServiceAIR FORCE
CategoryA05. Best Use of Print or Standard Outdoor in a Promotional Campaign
EntrantGEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Entrant Company GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Advertising Agency GEORGE PATTERSON Y&R Melbourne, AUSTRALIA

Credits

Name Company Position
Alice Mason Gpy/R Account Director
Julian Bell Gpy/R Group Account Director
Tom Ding Gpy/R Mathematical Copywriter
Matt Lawson Gpy/R Copywriter
Jake Barrow Gpy/R Art Director
Ben Coulson Gpy/R Executive Creative Director

The Brief

Find and recruit the best young engineers in the country into the Air Force.

Describe how the promotion developed from concept to implementation

We created a promotion that put students to the test: a print ad exam. With this on-campus promotion students were given one day to work out the answer to long equation, and then telephone that answer. This unique phone number put the best engineers in direct contact with an engineering recruitment officer. This interactive use of print helped find some of the best young engineers in the country.

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

The Australian Defence Force prohibit the disclosure of any information pertaining to recruitment targets or military personnel. Refer to the "Confidential Information" section for further information.

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

This promo ad was written in a language only engineers could understand – advanced mathematics – the sort they would be using everyday as an engineer in the Air Force. This interactive print ad not only narrowed down the field and found the best, it also gave them a taste of life as a Specialist Engineer in the Air Force.