Royal Air Force
The RAF Museum tasked us with creating a campaign to promote their new app
'RAF Stories', driving awareness and user participation by encouraging people to share their stories. The campaign must appeal across a broad demographic to both young and old, extending beyond those with military ties to engage a wider audience.
Skills
Advertising, Concept Creation, Illustration
Employment
Brawl Agency
Background
Collecting and sharing stories about the RAF
As part of the RAF’s Centenary celebrations and commemorations, the RAF Museum has launched RAF Stories, a digital project that collects and shares engaging historical and contemporary stories related to the RAF.
RAF Stories offers the opportunity to discover, share and contribute stories connected to the RAF. It offers the opportunity to discover stories about love, death, friendship, bravery. humour, happiness, sadness and everything in between.
Brief Summary
The Product
RAF Stories: An app that allows users to record
and share stories about the RAF, either being a part of/knowing someone in the/or having a connection
to the RAF.
The Problem
After launching the app they haven’t got as much engagement from it as they would have liked.
Although having to appeal across a broad range of audiences, RAF wanted us to focus on increasing engagement across a more diverse audience, including; women, more ethnic groups and children aged 12-19.
What / Where engages these audiences?
Instagram & TikTok - A platform mostly used by a younger generation, Facebook is also key as it has a wide audience across all ages and diverse categories that RAF stories is looking for.
People first approach - People engage with people, the humans behind the stories.
Emotion - Emotion is key on these platforms, what stops someone to watch, engage with and then share or act on
what’s being told to them is an emotional drive.
School - Collaborating with schools to gain an interest for the younger age groups. Good for those who don't already have ties with the RAF.
Video Analysis
Many of the criteria can be met by playing the stories themselves on social media. We analysed 2 videos, an RAF stories video with limited watcher interaction and a second video by 'The Dodo'.
The Proposal
High impact tasters with the ‘Dodo’ treatment; a snappier edit, added visual effects to punctuate emotional moments and context shots (animated illustrated sections layered over the speaker to help the watcher visualise the story).
Designed to work on all forms of social media including audio only ads within Spotify, snapshots into the stories, entices audiences to listen to the full story over on the app.
Illustrated by Shazleen Khan for RAF Museum
Below is the concept animation drawn up to visualise the RAF stories teaser.
