The Royal Flying Doctor Service (QLD Section)’s latest platform with cummins&partners scores sky-high results
Media and creative agency cummins&partners has launched a platform that seeks to boost pilot applications for the Royal Flying Doctor Service (Queensland Section) (RFDS) – and the results are promising.
The RFDS’ ‘Life off Autopilot’ campaign was developed to entice pilots away from flying commercial airlines by reminding them of why they entered the aviation industry.
With a goal of 20 pilot recruits spurred by the platform, cummins&partners collaborated with SAFARI’s Andrew Englisch – a photographer and director – to peel back the curtain on the RFDS’ flying work and the career satisfaction that comes with it.
The agency and Englisch spent several days in an RFDS pilot’s life to compare and contrast their work with a commercial pilot’s.
“We know how incredible our pilots are and how unique their day to day is,” Carole Tokody, executive general manager commercial and corporate affairs at RFDS (Queensland Section), said.
“It was important that this campaign accurately reflects the immense value RFDS pilots bring to regional and remote communities, and I think we’ve achieved that significantly with ‘Life off Autopilot.’”
According to the creative and media organisation, the platform’s first three days in market resulted in more than “130 pilots appli[ying] to work at RFDS”, with the number of applications growing to over 365.
“Life off Autopilot isn’t just a platform, but a challenge to pilots,” cummins&partners’ founder, Sean Cummins, said.
“With highly targeted and emotive creative, we were able to reach pilots in those rare moments of contemplation and introspection at airports in between domestic flights and in their down time on LinkedIn and social media.”
Thanks to its innate understanding of the RFDS, the agency’s work with the health service has grown with additional work expected to launch in the oncoming months.
Word of the platform’s conceptualisation and results comes a day after cummins&partners revealed it was chosen as the creative agency of record for travel brand, APT.
Credits:
Client: RFDS Queensland Section
Director/Photography: Andrew Englisch, SAFARI
Cummins&Partners
General manager: Katherine Chen
Chief creative officer: Sean Cummins
Executive creative director: Brendan Willenberg
Executive producer: Steven Tortosa
Account director: Lily O’Connell
Art director: Alice Tran
Senior retoucher: Ed Croll
Studio manager: Emma Shaw
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Brilliant work that understands the very discreet audience mindset. Perfect.