ABOUT

Business Challenge:
Recruit new users

The issue:
As RAF reserve members are relied upon increasingly to stand shoulder to shoulder with the Armed Forces in UK and overseas operations, the RAF needs to boost numbers of new recruits. These new recruits need to be found not just among ex-forces personnel, but from the general public.

Activation idea:
Live a challenging life
Let’s face it, for many people, jobs on Civvy Street aren’t very exciting and few can match the action, adventure and exhilaration of the RAF. Targeting working men and women who had once toyed with the idea of a career in the Armed Forces and remained fascinated by it, our campaign sought to inspire recruitment by layering thrilling RAF imagery onto figures going about their ordinary lives.

Business Effect:
• 1 in 10 potential reservists recognized the advertising; for context, this was 3 times higher than ad recognition for a recent Marines recruitment ad with a bigger media spend
• RAF have achieved X% (coming from Izzie) of their 2015 recruitment target