“As an RAF Reservist you will get to enjoy the best of both worlds, working around your career and home life with the challenge, adventure and responsibility of the RAF. Whether deployed operationally at your station or our foreign bases, you will be as crucial to all RAF operations as full-time personnel and will be trained to the same high standard.
“You will develop transferable skills and qualifications, partake in sports and adventure training, and meet friends for life – all whilst being paid.”
Well, that’s the official line anyway…
The challenge for the RAF – and its agency House 337 – is getting that across in a new recruitment campaign, dubbed “the most ambitious yet”.
In fact, it is claimed the activity marks a “significant milestone” for the RAF Reserves with its largest media spend to date and introduces a new approach to geo-targeting designed to reach new audiences.
“Reserves – Find Something More” is a full-funnel initiative aimed at inspiring individuals aged 18 to 45 to consider part-time service in the RAF Reserves.
The campaign is built upon the insight that as people progress into adulthood, their sense of identity becomes narrower and more defined by their social and professional roles. Rather than looking for escape from their 9 to 5, potential Reserves recruits are looking for something deeper – a way to enhance the lives they already have and to break out from an increasingly ‘set’ identity. They are looking for something more.
By leveraging geo-targeting capabilities in broadcaster video on demand (BVOD) and online video, the campaign ensures precise delivery to key audiences based on age and location, addressing diverse motivations and barriers.
A mix of video-on-demand, online video, social media, radio, and out-of-home ads forms the backbone of the campaign. The comms approach addresses candidates’ questions at each stage of the recruitment journey from initial awareness down to selecting the role that is right for them. For the first time, this RAF Reserves campaign features a video asset used in top-of-the-funnel targeting to clearly paint a picture of how civilian and Reserve lives combine.
The campaign tailors its messaging to distinct audience groups. While younger individuals (18–29) may seek skills to enhance their careers, older candidates (30–45) are encouraged to embrace opportunities for self-discovery and challenge beyond their civilian jobs.
Media has been handled by Wavemaker and OMD.
Wing commander Tracey Broome of RAF Recruiting and Selection said: “This campaign highlights the unique opportunity of being part of the RAF Reserves. It’s a chance to give back, learn new skills, and be part of something greater, all while maintaining your current lifestyle.”
House 337 chief creative officer Josh Green added: “This work pushes boundaries for the RAF Reserves. It’s a combination of searing audience insight, innovative targeting and powerful storytelling. We’re proud to continue highlighting the incredible opportunities to join the RAF Reserves.”
So, what is the consensus around the Decision Marketing office?
These are challenging times for all the armed forces. With the conflict in Ukraine still not settled, and pledges of increases in defence spending, all eyes are on what will happen next. If the UK needs a peacekeeping force, all Reservists could potentially be in the front line. That is the reality.
For those “looking for something more” this could be a “unique opportunity”; for those looking for a few weekends away, it certainly is not. The blurb might promise that Reservists can “partake in sports and adventure training, and meet friends for life – all whilst being paid” but the reality is not quite so simple.
To be fair, this activity makes a decent fist of it but, naturally, no recruitment campaign for the Services is ever going show anyone at war. Let’s just hope the geo-targeting works…
Decision Marketing Adometer: A “reach for the sky” 7 out of 10
