Product category:
Integrated marketing
News Release from: TMW
Edited by the Marketingservicestalk Editorial
Team on 13 May 2008
DM campaign woos RAF Regiment recruits
DM and digital agency Tullo Marshall Warren has been commissioned by the COI to develop an inspiring DM campaign to encourage potential recruits to learn more about the RAF Regiment.
Potential recruits are being encouraged to attend one of three regional events and request information to learn more about the RAF Regiment The first roadshow is being held this month in Manchester
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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The RAF Regiment is the RAF's specialist infantry unit trained and equipped to protect military aircraft, people and bases.
Research has shown that general awareness of the RAF Regiment is quite low, and joining is a big ask of someone who knows very little about the RAF.
The RAF Regiment is targeting 20,000 males between the ages of 18-24 with a DM pack, inviting them to attend the RAF Regiment Event Day in Manchester City Centre in early May.
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The potential recruits have been profiled by their proximity to the centre of Manchester and their suitability for joining the RAF Regiment.
The other roadshows will be held later in the year.
TMW and COI came up with a tongue-in-cheek creative concept that involves a condom as it's part of every day life in the RAF Regiment while driving home the message 'to look at things beyond face value'.
For example, non-lubricated condoms make excellent water carriers and are very light and compact when not in use, condoms are very good for stopping bleeding and preventing sand, dirt and water getting into wounds, and a condom placed over the barrel of a gun helps stop sand and dirt jamming the weapon.
The outer packaging of the DM pack carries the RAF Regiment instantly recognisable logo.
The enclosed letter focuses on the challenges and dynamic lifestyle that a career in the RAF Regiment can offer individuals.
There is also a leaflet, covered with a montage of images showing life in the Regiment, providing more information about the event day.
Finally, a condom has been mounted on a card featuring the strapline 'Apply to weapon when on manoeuvres' with another message 'Place in sock and fill with water to create emergency water carrier'.
This shows one of the many military uses for a condom.
In addition, the prospects attending the event will be entered into a prize-draw giving the winner, along with four friends, the chance to go paintballing with the RAF Regiment.
Emily White, Senior Direct and Relationship Marketing Manager at COI, said: "We felt the creative idea of using the condom would appeal to the target audience and hopefully encourage them to think about the RAF Regiment in a different way rather than just at face value.
"We're confident the DM will help raise the profile of the RAF Regiment with the target audience as well as give people a clear understanding of its role".
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