RSAF: The Republic of SG Air Force | Pitch
BE ABOVE ALL
Creative Direction, Creative Strategy, Art Direction, Project Management, Presentation & Sell
The task at hand was to create a Campaign that inspires and young graduates and Singaporeans who are looking for a mid-career switch, to consider joining the RSAF.
Our in-depth research and surveys tells us that youths who have a good impression of the Air Force, discount themselves from the running because of self-imposed barriers. They feel that they lack specific skills, and/or are incompatible with the industry.
CREATIVE STRATEGY: BRIDGE THE GAP BETWEEN THEIR SELF BELIEF AND THE CAREERS AT RSAF
As RSAF promotes mainly in the local news and media, we created another series of print KYs for awareness.
AWARENESS: ALWAYS HAVE YOUR PRESENCE FELT
DM KIT: YOUR PRESENCE FELT, NOT SEEN
Direct Mailer kit: We proposed to send potential recruits a model plane made completely transparent, representing what the Air Force is to Singaporeans - a strong safety presence that isn’t always seen.
ACTIVATION: SEE YOUR FUTURE IN THE RSAF
Activation: Across campuses in Singapore, we encourage students to imagine life as part of the RSAF as a Pilot, one of the most prestigious career roles in the Air Force. Upon scanning the QR, they’ll be immersed in an actual flight simulation.
SOCIAL: SEE YOUR FUTURE IN THE RSAF
Social: As part of a fun social movement, we let youths experience what they might look like in the uniforms of our Air Force. Smart? Fierce? You decide.
CONTENT: WHAT GOES ON BEHIND THE SCENES
Content Always-On: Simple content that sneaks behind the scenes of what’s happening in the RSAF makes for great edutainment when done right.
