You may be a pilot - without knowing it

Måske kan du blive pilot - helt uden DU ved det?

Background

Flying a fighter jet is the ultimate boyhood dream. But it is also well known that is is extremely difficult to be accepted as an applicant. The intransigent admission requirements discourage many from even giving their dream a chance. As a result, the education lacks qualified applicants.

Baggrund

At flyve et jagerfly er for mange den ultimative drengedrøm. Men det er også en kendt sag, at det er meget svært at blive optaget på uddannelsen. Faktisk ser det ud til at de benhårde optagelseskrav afholder mange fra overhovedet at give drømmen en chance. Derfor mangler uddannelsen kvalificerede ansøgere.

Solution

From the concept: “You may be a pilot – without knowing it”, we created a content-driven campaign engaging the target group through gaming. The heart of the campaign was a web app challenging the target group to test their multitasking skills.

The app was developed for web and mobile. In the mobile version, we took advantage of the built-in gyro found in most smartphones to challenge the player to the max. The game helped us qualify potential applicants. Those showing good results were urged to apply for pilot school and directed towards the application forms.

All players had the opportunity to share their results on Facebook and challenge potentially talented applicants in their network. That way, the users helped us to find the right candidates.

Løsning

Under konceptet: ”Måske kan du blive pilot – helt uden du ved det”, skabte vi en content-kampagne, hvor vi engagerede målgruppen via gaming. Hjertet i kampagnen var en web app, hvor vi udfordrede målgruppen til at teste deres simultankapacitet.

App’en blev udviklet både til web og mobil. I mobilversionen udnyttede vi mobilens gyro i spillet til at udfordre spilleren maksimalt på mediets præmisser.
Spillet hjalp os med at kvalificere potentielle ansøgere. De spillere, som havde gode resultater, blev opfordret til at søge ind på pilotuddannelsen og guidet videre til ansøgning.

Alle spillere kunne dele deres resultat på Facebook og udfordre potentielt talentfulde ansøgere i deres netværk. På den måde hjalp brugerne os med at finde de rigtige kandidater.

The results

Reach on Facebook and LinkedIn

609,798

Visitors to campaign site

67,992

Number of completed tests

191,226

click-through rate to learn more about the training program

12%

resultater

Reach på Facebook og LinkedIn:

609.798

Unikke besøgende på kampagnesite

67.992

Antal gennemførte tests:

191.226

Klikker sig videre for at læse mere om pilotuddannelsen

12%