When you think RSAF, you think Top Gun; Pilots & Fighter jets at Mach speeds. But therein lies the problem – we are a force is made up of more than pilots. The RSAF needed the best men and women to fill the other 12 vocations, without destroying the aura that surrounds our pilots.

In fact, when we asked young prospects, only less than 5% could name any vocation other than “pilot” in the RSAF. We have to engage and win over a new generation of prospects who are drawn to a different kind of force: The 4G-internet-force, and make them aware and interested in the spectrum of vocations the RSAF has to offer.

The creative idea was to allow potential recruits to experience this exhilarating career, without ever having to step onto an air base.

EVERY media engagement point from TV, print to digital and outdoor led to this mobile app for youths.

We worked with our partner agencies to design the gameplay for the mobile app; a strategy combat game where they build and defend their own airbase, with weaponry, sophistication and learning about RSAF vocations.

We also added innovation to ATL engagements, where users could ‘interact’ with the ads by scanning the posters and TVC to unlock additional vocational videos.

Teaser videos and interactive posters went ‘live’ to encourage viewers to download the One Force app, play the mini-challenges, win prizes and experience the RSAF in person. A 60-sec TV spot and OOH posters featuring the RSAF vocations helped usher prospects to a dynamic experience.

1. Post-campaign, overall interest in RSAF as a career choice went up by 6% to 44%, putting RSAF in the top spot ahead of Singapore Police Force (23%).

2. More importantly, awareness of various Non-pilot vocations shot up by 30% from 6% to 36%.

3. The RSAF registered a 6.56% increase in actual recruitment, along with +11.9% increase in applications. In fact, the number of applications was over the roof! For every 10 positions available, there were 87 applicants. That's a 110% increase, well above the KPI set for 30%.