New GPY&R Melbourne campaign takes a not-so-typical look inside the Royal Australian Air Force
George Patterson Y&R Melbourne has developed a unique multi-platform experience that proves a typical day in the Royal Australian Air Force is anything but.
In a first for Defence Force Recruiting, potential recruits are given exclusive access to real Air Force personnel to be taken behind-the-scenes for an exciting week.
By signing up to A Typical Day, potential recruits receive messages and updates from serving personnel via email, Facebook, video, text message and MMS throughout the day over seven days.
The pre-prepared content is delivered by a pilot and an airfield defence guard, and gives prospects an experience tailored to their job preferences. They get an insight into Air Force life, from daily training drills and what they eat for lunch to target practice at the live firing range.
Potential recruits can have the content delivered on the devices they choose and can share their experience with friends via social media.
Art Director: Nick Sellars
Designer: Kota Matsuda
Lead Developer: Warwick Buzacott
Digital Producer: Tim Lelek
Account Director: Simon Bolger
Group Account Director: Julian Bell
Director of Digital: Matt Farrugia
Executive Creative Director: Ben Coulson
Air Force Marketing Manager (DFR): Kate Mathews
Air Force Senior Marketing Officer (DFR): Tim Bowden
3 Comments
Like twelpforce but with bullets. Twelp(air)force?
2:15pm
Just dropped a nice two-hundred pounder on some people we saw outside Kabul.
Tower, this is Ghost Rider requesting a flyby