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.
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.
Campaign results pending; still in-market