BRIEF

Find skilled recruits for communication/radio engineering and technician roles in the Australian Air Force. The problem was, young engineering students were unaware that the Air Force offered these roles.

AIR FORCE FM - The job application that the applicants built themselves

Air Force engineers are responsible for constructing, repairing and maintaining the Air Force's array of communication equipment, including radio systems. Our DM pack directly tested the skills required for the role in an exciting and hands-on way. As they constructed the radio and tuned to our ad, they learnt about the Air Force roles.

The use of a dedicated radio station provided an immediate payoff, giving successful students a codeword and URL. Online the students could instantly register their details to be contacted by Defence Force Recruiting.

SOLUTION

We mailed engineering students a challenge in the form of a cardboard box. Inside were all the parts needed to assemble a functioning radio, except the instructions. Student had to prove their problem solving and circuitry skills, wiring, folding, gluing, testing and soldering the components to complete the radio successfully.

Once assembled, each radio was tuned to Air Force FM, our dedicated radio station created just for this campaign. The station broadcasted our ad on loop, instantly offering successful students a fast track to an exciting career.

The Australian Defence Force prohibit the disclosure of any information pertaining to recruitment targets or military personnel. Refer to the "Confidential Information" section for further information.