Lean Mean Fighting Machine scoops digital RAF brief

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Brand Republic

01/05/2007

Lean Mean Fighting Machine has been appointed by the Royal Air Force to manage its online advertising requirements for a recruitment brief.

The agency will now work with other roster agencies on the RAF account, including Lida, DLKW and i-level, to ensure the online advertising is fully integrated with above-the-line ads and other online activity.

The campaign aims to raise awareness of the RAF and encourage the target audience to find out more. It will illustrate the breadth of careers available in the RAF and the opportunities it holds. The primary target audience is 16- to 24-year-olds, who are ambitious school or university leavers, or people who just fancy a change in their careers.

David Ogden, head of digital media at the RAF, said: "The RAF is a modern, dynamic and exciting organisation in which to work and as our recruitment targets have increased we need to attract more and more young people. This audience is immersed in online media so it is crucial we have a powerful presence here."

The pitch was managed by government agency, the COI. Dialogue DLKW has previously held this account with RAF but the decision was made to employ a specific digital agency. DLKW created TV spots for the RAF, the latest execution sporting the tagline "You don't have to be a pilot to fly in the RAF".