| Title | AIRFORCE.COM |
| Brand | UNITED STATES AIR FORCE |
| Product/Service | AIR FORCE WEBSITE |
| Category |
C01. Digital Design |
|
Entrant
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MEDIAMONKS Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
GSD&M Austin, USA
|
|
Production
|
MEDIAMONKS Amsterdam, THE NETHERLANDS
|
Credits
| - |
MediaMonks |
Production |
| - |
GSD&M |
Agency |
The Campaign
We built an innovative new platform that puts the U.S. Air Force on a sky-high pedestal. With the new airforce.com, potential recruits embark on a digital journey through carefully curated content pathways tailored to their persona. The experience is built around an intelligent UX design that inspires recruits to discover the best career opportunities with the USAF. Each career and content piece is served according to the profile and persona of the user, guiding qualified enlistees to a career that best suits them earlier in the process.
Creative Execution
At its core, the platform deploys methods of dynamic profiling that help us segment our audience and cater more directly to each segment’s needs. We add short breaks in the pages where we take a moment to get to know our user, through practical questions and emotional interactions, so can we tune our pages to their needs. There has also been a radical redesign of how we communicate. Copy is shorter, presented with more variety and broken up by interesting facts, visuals and interactive components. A challenging variety of interdependent modules has been designed that allows the authoring of bespoke pages that can be adjusted as we learn more about the needs of our audience.
Indication of how successful the outcome was in the market
The new-and-improved Airforce.com had an increased conversion rate of 47%, resulting in a 37% influx in (better quality) applications. Not only did this beat our 27% objective but, more importantly, it put recruiters well on their way to meeting their accession goal.
It is a very personal engagement to learn what the U.S. Air Force could be to you and to discover your opportunities and options. To fully support this, we envisioned a website that acknowledges that you are an individual, and that is mindful of your actions. We carefully reviewed sites used daily by our audience to better understand their frame of reference in terms of interaction and personalisation. At the same time we looked at how our audience consumes content online and what formats work best to make things stick. With these ingredients we push the U.S. Air Force website to far more personal, emotional and effective than anything in its category today.