Wellington - Saatchi & Saatchi on behalf of the Defence Force and working with local partners' RESN (interactive vendor), Paragon (mechanical engineers) and Kennedy Model Making, have created a unique interactive gaming environment to launch the Royal New Zealand Air Force's recruitment campaign via a branded YouTube channel, "Step Up".
Building on the learnings of the Army's highly successful "Get What It Takes" YouTube channel launched by Saatchi & Saatchi for the New Zealand Army last September. The new campaign offers users the chance to experience four live simulated challenges that test their skills against everyday situations a career in the Air Force has to offer.
The interactive environment enables a user to remotely control a streaming video camera in real‐time over one of four different miniature models of New Zealand. The challenges involve piloting a helicopter in the mountains or over farmland, flying a plane over a coastline or driving a forklift in an aircraft hanger.
Through a mix of 15 second TV spots and online promotions, viewers are drawn to a dedicated RNZAF branded YouTube channel. Once a user has completed each challenge they receive a video of their challenges to share via Facebook and Twitter.
While the captivating gaming opportunity is expected to draw people to the site, the campaign encourages viewers to learn more about the skills and careers related to the challenge, and watch videos that depict trades the Air Force is recruiting for.
Saatchi & Saatchi Wellington general manager, Livia Esterhazy said: "A project like this has never been done before, and required a lot of collaboration with the RNZAF and multiple vendors. We wanted the idea itself to be as technically‐advanced and unique as a career in the Air Force. The compelling environment enables users to learn a lot more about the diversity of career options the Air Force has to offer."
Commander Nigel Philpott, Head of Defence Recruiting said: "Our recruitment campaigns are increasingly moving towards a digital focus, reflecting the way young people today connect with brands and discover information. An integrated campaign of this nature allows us to demonstrate that the Air Force is an innovative, rewarding and demanding career choice."
"The impact of highly innovative digital content combined with the influence of social media networks can create hugely powerful, efficient and effective solutions for a client. Testament to this has been the Army YouTube channel, which grew 935% each month during this year's campaign. It has had more than 140,000 channel views already, and the campaign helped the Army attract the right number of quality recruits it needs," he said.
View the "Step Up" YouTube channel on http://www.youtube.com/rnzaf
Credits:
Creative Director: Scott Huebscher
GAD: Elaine Bickell
Executive Digital Producer: Kevin Sherman
Digital Producer: Linda Krug
Client : Commander Nigel Philpott, Head of Defence Recruiting
Partners: Paragon Electronic Design, Resn
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