Recognizing the digital surround sound qualities of cinema, we successfully fused the medium and message. The unexpected plunge into darkness, with the stereophonic sounds of jets and helicopters crossing the cinema, fed the imagination of the target. To increase the receptivity of the message, we launched in the movie “Stealth” (about pilots). Only cinema, with its amazing audio, could have delivered the impact to truly elicit the sensations of being in the cockpit.

The campaign delivered a huge +47% increase in the number of recruit enquiries (versus the same period year on year, when we ran a more traditional campaign). This increase was achieved with the same media budget, and within the same highly charged political environment