Defence Force recruits through direct mail

Submitted by: Tasneem Mahbub 08/05/2017

George Patterson Y&R Melbourne created a dedicated Air Force radio station, playing Defence Force Recruiting's radio ad on loop. University engineering students were sent packs with everything they needed to construct an FM radio. Except one thing, instructions. Candidates proved their problem solving skills; wiring, soldering and assembling the radio. Once complete, students tuned to Air Force FM, our radio station created for this campaign. The radio ad instantly offered successful students a fast track to an exciting career.

Company: Defence Force Recruiting
Agency: George Patterson Y&R Melbourne
Award: Graphite Pencil / Direct / Direct Mail / 2014