Title | THE PRINT AD EXAM |
Brand | DEFENCE FORCE RECRUITING |
Product / Service | AIR FORCE |
Category | A05. Best Use of Print or Standard Outdoor in a Promotional Campaign |
Entrant | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Entrant Company | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
Advertising Agency | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
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 |
Find and recruit the best young engineers in the country into the Air Force.
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.
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.
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.