ANNCR: The brief was to find the best recruits for radio technician roles in the Air Force. So we created our own dedicated radio station, Air Force FM, playing our recruitment ad on loop. But, before they could hear the radio ad, they had to build the radio. We sent engineering students a radio kit to be wired, soldered and assembled. Once complete, each radio instantly picked up this message.
MVO: Congratulations, you've successfully constructed a radio and located Air Force FM. With the right training, you could soon be working with state-of-the-art Air Force electronics many times more advanced than this simple radio.
ANNCR: The radio ad contained a code word and URL that unlocked a website that gave students a fast track to an exciting career. Air Force FM, a DM campaign, radio ad and job application that applicants build themselves.