| Advertiser | Royal Air Force |
|---|---|
| Sector | Government |
| Buying route | ABC1 Adults AGP, DCM Studios, Partnership |
| Audience | 16-34 Adults |
| Media Agency: | MG OMD |
| Copy Length: | 60" |
Background
To combat ‘old fashioned’ associations, the RAF wanted to demonstrate its new emerging remit of protecting British interests in space, hoping this would modernise perceptions and attract younger audiences to consider a career in the RAF.
Plan
RAF partnered with DCM & Cineworld for the “Thrill Seekers” campaign, accessing a plethora of creative formats including co-branded Idents, 4DX, in-foyer digital screens and Screen X to reflect the immersive & engaging experiences of being in the RAF. The campaign ran on screen across ABC1 Ads AGP titles to maximise reach.
Results
The campaign has been an enormous success for the RAF, effectively driving positivity towards the RAF and the immersive nature of multiple formats driving uplifts in key metrics.
Uplifts across key perceptions: Exposure to the campaign in cinema drove c.20% uplift in agreement that RAF ‘is a modern and future facing force’.
The addition of digital in-foyer screens also improved perceptions that ‘joining the RAF appeals to me’ by 126%
Career consideration improved: Consideration of a career with the RAF was up +111% amongst those exposed to the standard ad, and +163% for 4DX viewers vs. those not exposed in cinema.
Lift in expressions of interest: EOI via RAF site increased 47% YoY and exceeded targets by 32% since the cinema partnership began.