Royal Air Force - C-Screens

79 %

Of the audience thought Powerleague was a great way to reach people like them

89 %

Of the audience thought it made sense to advertise at Powerleague

31 %

Of the target audience were more likely to consider RAF after seeing them advertised on our screens

In October, RAF launched a campaign aiming to change the way people perceived jobs in the RAF, wanting to let young people know that it’s easier than they might think.

The brief

In October, RAF launched a campaign aiming to change the way people perceived jobs in the RAF, wanting to let young people know that it’s easier than they might think.

Key benchmarks:

• Inclusivity

• Changing perceptions

Campaign period:

1st June – 25th July 2021

Campaign

This campaign had a core audience of 18-24 men but also wanted to be seen as inclusive regardless of age, gender or ethnicity.

The campaign goals of reaching this niche audience were achieved via clever targeting of the football stadia and Powerleague, centres, helping to increase consideration of the RAF versus other employers, and being seen as a more diverse recruiter.

Delivery

2.55 million Impacts

18.08 16-34s

Results

The campaign was a huge success with 1 in 3 people spontaneously remembering seeing RAF advertising on our TV screens. When prompted, this increased by 30%.

To add value to the campaign, we employed a 3rd party researcher to gauge the inclusivity and receptiveness of the audience to the RAF recruitment message.

In teaming up with C-screens the RAF was able to maximise audience relevance by showcasing their ads across Powerleague sites and football stadia screens. This resulted in a significant over-delivery to an engaged audience and we look forward to working with C-screens again in the near future.

Richard Matthews Investment Director, Manning Gottlieb