OPERATION X

We needed to re-establish the RAF as an employer brand, banish the perception that they are just about fast jets and pilots and, in turn, increase the number of applicants wanting to sign up at a low cost. Operation X is a fully integrated campaign – spanning TV, radio, targeted online media – with an interactive mission at its heart.

This was an immersive experience where users join real RAF personnel as they respond to a humanitarian crisis. During the mission, they discover roles, examine equipment, test their skills and explore 360° environments and see the breadth of opportunity the RAF has to offer.