Currently, around the world there is an anti war sentiment which means military forces are not popular and the same goes for NZ. Furthermore, since the Skyhawks were scrapped in 2003, the common belief within NZ is that we don’t actually have an Air Force.
The RNZAF wanted to attract higher quality leads. And one of the best ways to do that is to use the great people within the Air Force to recruit like-minded people they knew would be suitable.
To achieve this, an enabler needed to be created that was both user-friendly for RNZAF staff to use, while at the same time delivering a relevant and engaging experience to recipients.
The solution was the ‘Join a Mate’ (JAM) recruitment viral.
It was easy for RNZAF personnel to use but provided a highly personalised experience for the recipient, at the same time providing them with an idea of the exciting career they could have within the RNZAF.