As part of a national recruitment campaign the Royal Air Force has worked with WCRS to launch an interactive online film which follows the RAF on a mission as they respond to a humanitarian crisis and deliver aid.
The eight minute long interactive mission Operation X, filmed by Kit Lynch-Robison, shows the RAF as one employer brand and features full-time regulars alongside spare-time reservists.
The mission begins with the breaking news that the RAF has deployed Fast Jets and Sentinels for intelligence gathering over a crisis zone. As the story unfolds the diverse range of roles available within the RAF are highlighted to prospective recruits.
As well as showcasing the role available, the 360 degree video also allows users to test their own skills and at the end of the mission offers the chance to learn more about the roles via the RAF careers website.
“We’re constantly looking for new ways to showcase the broad range of roles the RAF has to offer. Operation X allows us to do that as well as being an immersive experience. We’re excited to launch the RAF’s first online interactive mission,” said David Ogden, head of RAF recruitment marketing.
Ross Neil, executive creative director, WCRS, added: “The aching simplicity of the idea shrouds the intense complexity of building such an integrated campaign. The interactive film has been a labour of love for all involved and it really shows in the work. I'm immensely proud of the finished article and of all those who worked on this.”
The interactive mission is hosted on the RAF careers site and is supported by a range of media including TV, online rich video takeovers and a 30-second YouTube trailer. MEC handled the communications strategy and media planning for the campaign.