Precision is Everything

Recruiting Army Air Dispatchers with exact coordinates

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  • Defence Force Recruiting – Precision is Everything


Air Dispatchers in the Army are required to drop supplies onto very exact locations. Miss your mark, and supplies could drop into a lake, down a cliff, or into the hands of the enemy.

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To show how precision is everything for Air Dispatchers, we took famous phrases based around locations and gave them the Air Dispatcher makeover, replacing broad placenames with a hyper specific string of coordinates.

The campaign helped explain the role and showed that it’s not just about lugging big crates out of planes – it’s about finesse and intelligence too. It ran on social and included audio ads where people left breathless voicemails using exact coordinates to organise casual plans.

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Campaign results pending; still in-market

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