Tennis Star Sam Groth Heads Australian Defence Force Recruitment Drive

Leveraging nationwide tennis interest during the 23016 Australian Open, Defence Force Recruiting launches a film-led series for the Australian Air Force that pits air force pilots up against big serving Australian tennis star Sam Groth.

The campaign is led by a showpiece spot called ‘Ground Up’.

Rolled out on 14 January, the film, which is hosted by Australian tennis legend Todd Wooodbridge, sees the country’s pilot top guns go head-to-head with Australia’s fastest tennis server in a competition of physical and cognitive stamina.

The underlying message draws parallel between Groth and the pilots’ ‘absolute dedication to being the best they can be’.

The film was released immediately prior to Groth’s first game in the Australian Open.

In addition to its Facebook launch, it was also played in the arena itself, as well as being broadcast on Channel Seven and across other digital and social platforms throughout the tournament.

To further boost awareness, the Australian Air Force also ran a jet fly-over of the tournament’s Melbourne Park home on the first Saturday of the Australian Open as an additional part of the campaign.

At its core it explores the question ‘What makes someone the best at what they do?’

This film is part of a video content series focusing on the ‘Science Of Achievement’ and is part of a wider three-way partnership between Dentsu Mitchell, Tennis Australia and Network Seven.

The content is produced by Dentsu Aegis Network sister agency The Story Lab, with so called neuro-science technology input from Isobar.

‘Connecting with the youth market is difficult. Connecting with one which feels success is driven by external influences rather than internal talent is harder in the recruitment market.’ says David Hearn, strategic lead at Dentsu Mitchell.

‘From the Ground Up explores if privilege or luck really play a part in success, or whether determination and belief are the defining force.”

While Patricia Duffy, general manager marketing at Defence Force Recruiting, adds that the key to the series was exploring analogies between the tennis player and pilot skills.

‘This videos shows the viewer just how much skill and mental agility is involved in being an Air Force Pilot and is something a little different from what they will be used to seeing during the Australian Open broadcast,’ adds Duffy.

Comment

This is an inventive, well-rounded and purposeful approach to a government body activating around a major sports property – in this case Australia’s largest annual sporting event.

The timing, ambassador tie-in, media partnership and at-event activity combine to create an integrated an interesting sports event led recruitment drive.

Furthermore, it benefits from avoiding nationalistic jingoism and focusing on skills instead.

The early signs in terms of results are certainly positive.

After debuting on the Defence Jobs Australia Facebook page, the video has racked up more than 395 000 views, 2,300 likes and 400 shares in its first week.

Links:

Defence Jobs Australia Facebook:

https://www.facebook.com/DefenceJobsAustralia/videos/805911966202289/?theater

Defence Jobs Australia Twitter:

https://twitter.com/DefenceJobsAus

@DefenceJobsAus

Defence Jobs Australia YouTube:

https://www.youtube.com/user/DefenceJobsAustralia

Australia Defence Force Website:

http://www.defence.gov.au/

Australia Defence Force Instagram:

https://www.instagram.com/defencejobsaust/