To mark the centennial of the RAF, Coley Porter Bell has developed a new strategic and creative campaign proposition celebrating the oldest independent air force in the world. Primarily targeting millennials, the “RAF100” campaign was created based on a brief to develop a concept that will help change people’s perception of the RAF, so that it is perceived as an innovative, diverse institution that's full of potential opportunities. Besides appealing to the core 18-24 target market, the work also aims to encourage the wider public to remember and acknowledge the RAF’s great historical achievements over its 100-year life span and provide a springboard for its future.
“The RAF is so innovative and future-focused it’s been an incredibly exciting brief to work on”
As well as acting as a reminder of the RAF’s contribution to British life over the last century, the campaign, which will build to the anniversary itself in 2018, will also raise awareness of career opportunities within the RAF as credible and attractive options. The RAF is at the leading edge of innovation and technology and a myriad of career options exist.
Coley Porter Bell, which is part of WPP and the Ogilvy group, was chosen for the work due to their unique approach to branding, which uses neuroscience to create persuasive brands that succeed and grow. Coley Porter Bell utilises a unique approach to branding that addresses both System 1 (instinctive) and System 2 (logical) thinking. This approach, called Visual Planning, enables the creation of brand strategies and visual identities that add value, create loyalty, and ultimately grow a brand’s bottom line. This approach helped to define how this more dynamic, innovative and diverse representation of the RAF would come to life visually, whilst factoring in the important contribution the RAF has made historically.
“Coley Porter Bell understood our goals and worked closely with us to achieve a bold campaign platform”
The resulting campaign identity is built around the RAF100 and RAF@100 letter forms which evolved from the core RAF logo. These act as both a marque and a window allowing graphic layering of past, present and future RAF activities and also have the flexibility to be used in different orientations. The use of the @100 device is also a key element to connect the RAF with its partners and helps to present the RAF in a more contemporary way.
Richard Clayton, Creative Director at Coley Porter Bell, said: “This is a huge anniversary and one that we are extremely proud to be associated with. The RAF is so innovative and future-focused it’s been an incredibly exciting brief to work on and we look forward to seeing the air force recognised for its incredible work and reputation.” RAF Air Commodore/Head of Media and Communications, Nigel Bradshaw, added: “Coley Porter Bell has created a fantastic campaign identity for our centennial celebrations. They truly understood our goals and worked closely with us to achieve a bold campaign platform that will undoubtedly help to transform the public’s perception of the RAF.’’
