Air Force Exclusive Access Pass
Australia’s Defence Force Recruiting is promoting everyday life in the Royal Australian Air Force (RAAF) with “A Typical Day”, an multi-platform inside look behind the scenes for an exciting week. Potential recruits are able to sign up to A Typical Day at defencejobs.gov.au/airforce/Lifestyle/aTypicalDay, receiving messages and updates from serving personnel via email, Facebook, video, text message and MMS throughout the day over seven days.
Pre-prepared content is delivered by Gavin, a pilot and Eli, Airfield Defence Guard, giving prospects an experience tailored to their job preferences. They get an insight into Air Force life, from daily training drills and what they eat for lunch to target practice at the live firing range. Potential recruits can have the content is delivered on the devices they choose and can share their experience with friends via social media.
The Typical Day campaign was developed at George Patterson Y&R, Sydney, by art director Nick Sellars, designer Kota Matsuda, lead developer Warwick Buzacott, digital producer Tim Lelek, account director Simon Bolger, group account director Julian Bell, director of digital Matt Farrugia, executive creative director Ben Coulson, working with Air Force Marketing Manager (DFR) Kate Mathews and Air Force Senior Marketing Officer (DFR) Tim Bowden.