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Defence Force recruits through a DIY radio


Print and TV ads are a stable in Defence Force recruitment, but the Australian Air Force tried something new in a bid to raise awareness of communication / radio engineering and technician roles amongst current engineering candidates.

University students were given a box and asked to assemble the components into a radio….without instructions. The purpose of the test? Only the best and most capable candidates could fulfill the task. With the assembly complete, the working radio was tuned to Air Force FM which broadcast the Air Force ad on a continuous loop.

Although not a recent initiative, this direct marketing idea caught our attention for the level of problem solving required in this potential first stage job application. We were left with one question though, how many of the best and brightest from this new generation would actually take the next step and become recruits?

#directadvertising

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