J. Walter Thompson will launch a direct response radio recruitment
campaign for the Royal Air Force this week, targeting 16- to
30-year-olds.
The campaign promotes the RAF’s Technician Apprenticeship Training
Scheme, which offers professional training and the opportunity for
recruits to gain qualifications ranging from National Vocational
Qualifications to degree level.
Marc Michaels, the Central Office of Information’s head of direct
marketing, said: ’The RAF wishes to recruit high-calibre individuals. A
well-targeted direct response campaign is an integral part of this
process.’
JWT’s ads feature the roar of three RAF aircraft. First, we hear a
Harrier which, we are told, cost pounds 15 million; this is followed by
a Tornado (pounds 23 million) and a Nimrod (pounds 33 million). The
voiceover concludes: ’In other words, we can’t afford to give you a
second-rate training.’
The 40-second ad communicates to potential recruits that they will not
be working on ’tinpot’ machinery but on the most advanced aeroplanes
available.
In addition to these skills, they can gain qualifications that will be
of value to them in life beyond the RAF.
Bob Jones, the RAF’s head of marketing, said: ’This year the number of
technicians required accounts for over a third of the RAF’s
non-commissioned recruitment target. This campaign highlights just one
of the career opportunities the RAF offers.’
This is the latest work from JWT on behalf of the COI for the RAF’s
recruitment campaign. The agency produced a TV drive focusing on the
flying skills of RAF pilots in July this year.
The creative team responsible for the campaign is Trevor De Silva and
Paul White.
