RAF Thrills

Agency: Digital Cinema Media, MGOMD / OmniGOV
Client: RAF

Serving your country is an honour of a lifetime but applications to join the Royal Air Force (RAF) are dropping, because the young people who normally apply don’t see it as a dynamic, modern workplace. Yet the RAF offers more than just jobs, it’s a way of life with diverse roles and exciting experiences. But audiences simply don’t know this.

So, DCM and OmniGOV teamed up to create an unprecedented cinematic experience to captivate audiences, knowing the impact lasts long after the event. Partnering with Cineworld, we ran a bespoke ad, tailored by DCM Studios, across their extreme sensory 4DX screens. It was so effective, it led to the RAF becoming the first-ever sponsor of Cineworld’s 4DX portfolio, dominating the experience with a 10-second co-branded ident and off-screen ads, such as in-foyer digital 6-sheet screens. A remarkable 90% of the 4DX test audience agreed they had taken some form of action and 21% said they had applied for a role in the RAF. What’s more, there was a 163% increase in likeliness to consider the RAF for a career between the control audience and 4DX cinemagoers.