Saatchi & Saatchi New Zealand recognized for groundbreaking interactive gaming experience - developed to promote Royal New Zealand Air Force recruitment campaign.
Saatchi & Saatchi, on behalf of the New Zealand Defence Force and working with local partners Resn (interactive vendor), Paragon (mechanical engineers) and Kennedy Model Making, has created a unique interactive gaming environment to launch the Royal New Zealand Air Force's recruitment campaign "Step Up" via a branded YouTube channel.
“Step Up” is featured on the FWA (Favourite Website Awards on October 14th
The site will be live between 14-21 October, when gamers from all corners of the globe will be able to take part in the remote-controlled challenges, complete missions and face obstacles that they wouldn’t experience in their everyday world.
The Challenge of the campaign? Test your agility and pilot a helicopter through challenging terrains and situations.
How? Using state-of-the-art cameras controlled by you, via a groundbreaking YouTube channel.
Building on the learnings of the New Zealand Army's highly successful "Get What It Takes" YouTube channel launched by Saatchi & Saatchi for the New Zealand Army last September, the new campaign offers users the chance to experience four live simulated challenges that test their skills against everyday situations a career in the Air Force has to offer.
The interactive environment enables a user to remotely control a streaming video camera in real‐time over one of four different miniature models of New Zealand. The model landscapes are housed in an Air Force Base and rigged with a webcam capable of movement on the x, y and z axis, which can be operated remotely from any computer in the world.
The challenges involve piloting a helicopter in the mountains or over farmland, flying a plane over a coastline or driving a forklift in an aircraft hangar. Through a mix of 15- second TV spots and online promotions, viewers are drawn to a dedicated RNZAF branded YouTube channel. Once a user has completed each challenge they receive a video of their challenges to share via Facebook and Twitter.
While the captivating gaming opportunity is expected to draw people to the site, the campaign encourages viewers to learn more about the skills and careers related to the challenge and watch videos that depict trades the Air Force is recruiting for.
Saatchi & Saatchi Digital Creative Director, Scott Huebscher commented: “We wanted to create an experience unique to the Air Force. And we really wanted users to be engaged not only by the idea, but curious of the technology behind the idea. Who wouldn’t want the chance to fly a remote-control webcam helicopter from their computer?”
Jonathan Hawke, Resn’s Senior Producer on the project added: “Pulling off this amazing feat of creativity and technology required strong leadership and co-ordination which was provided by the team at Saatchi & Saatchi. As a client, Saatchi would always push for more, but always to the benefit of the end product which can be seen in the final result.”
Commander Nigel Philpott, Head of Defence Recruiting said: "Our recruitment campaigns are increasingly moving towards a digital focus, reflecting the way young people today connect with brands and discover information. An integrated campaign of this nature allows us to demonstrate that the Air Force is an innovative, rewarding and demanding career choice. The impact of highly innovative digital content combined with the influence of social media networks can create hugely powerful, efficient and effective solutions for a client. Testament to this has been the Army YouTube channel, which grew 935% each month during this year's campaign. It has had more than 300,000 channel views already, and the campaign helped the Army attract the right number of quality recruits it needs."
Creative Director: Scott Huebscher
GAD: Elaine Bickell
Executive Digital Producer: Kevin Sherman
Digital Producer: Linda Krug
Producer: Anna Kennedy Frontend
Development design: Resn
Electronics: Paragon Electronic
Design Models: Kennedy Modelmaking
Client: Commander Nigel Philpott, Head of Defence Recruiting