| Title | AIRFORCE.COM |
| Brand | UNITED STATES AIR FORCE |
| Product/Service | AIR FORCE WEBSITE |
| Category |
B01. Websites |
|
Entrant
|
MEDIAMONKS Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
GSD&M Austin, USA
|
|
Production
|
MEDIAMONKS Amsterdam, THE NETHERLANDS
|
Credits
| - |
MediaMonks |
Production |
| - |
GSD&M |
Agency |
The Campaign
Together with GSD&M, 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 suits them earlier in the process.
Creative Execution
The site generates each user’s path based on intrinsic and extrinsic motivators. Users share details about who they are, what experience they have, and what they’re looking to gain from a career with the USAF. The content served to the user is filtered according to their input and then their journey begins. Through cross-links, users are constantly inspired by new content curated to their personal and professional interests and abilities. Once their path has been appropriately personalized, the platform guides them to discover realistic career options available to them while teaching what it means to be a part of the U.S. Air Force.
The new-and-improved AirForce.com had an increased conversion rate of 47%, helping to generate 37% more 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.