RAF employs mobile marketing to target new recruits

by Charlie McCathie, Brand Republic 09-Feb-07, 15:00

LONDON - A Royal Air Force recruitment drive is embracing mobile marketing in a push to secure more recruits.

Mobile marketing agency Incentivated devised the strategy in conjunction with digital agencies Lida and Binary Vision, to capture the 16- to 24-year-old market.

Incentivated has been assigned with reaching out to potential recruits. The agency has built a mobile internet site providing information on the roles available in the RAF, salaries and necessary qualifications.

The mobile campaign supports an eight-week national TV campaign, which is currently running, featuring a number that potential recruits can text for more information. They will then be sent a link to the mobile internet site to find out how to apply.

The mobile element is expected to drive the number of applicants higher and Incentivated will be closely monitoring responses to the campaign.

Robert Thurner, commercial director at the agency, said: "The RAF's target audience for new recruits are highly proficient in using a broad range of mobile services.

"Adding mobile to this campaign allows recruits to respond instantly to the TV and press advertising they will see over the next two months. We will track responses and provide the COI with real-time reporting to prove the impact of the mobile channel.”

Richard Huthwaite, head of RAF marketing, added: "The RAF is a modern, dynamic and exciting organisation in which to work, and we aim to reflect this in our advertising campaigns.

"We appreciate that to reach our target audience we must keep up with the latest online trends such as SMS and the mobile internet."

The RAF's website has also been re-launched, featuring blogs, videos, podcasts, interactive aptitude tests, fitness guides and an improved job search facility.

The mobile Internet site can be found here and the RAF website at raf.mod.uk/careers.