The Royal Air Force wanted to generate interest in their apprenticeship programmes and boost sign-ups to their established esports network, a unique entry point into RAF careers. Targeting 16-25 year-olds, the aim was to create relatable content that positioned the RAF as an exciting, modern career choice. The challenge was to show the link between gaming and real RAF roles in a way that would genuinely resonate with Gen Z, while driving social engagement, website traffic, and applications.
TapIn activated a multi-channel campaign under the theme #TakeFlightWithTheRAF. At the Insomnia Gaming Festival, we captured exclusive interviews with RAF esports players hosted by influencer Ian Lau, producing 7x versatile video assets. Influencer Highoctane (Carl) created two dynamic videos promoting RAF apprenticeships, driving audiences directly to the application page. We developed two creative concepts, “Gamify your RAF eXPerience” and “Evolve your RAF Journey”, linking gaming setups and skills to real RAF roles. Utilising the influencer and motion graphics created, content was deployed across RAF media partners, social channels, and job pages to maximise reach and impact.
The campaign drove high engagement across platforms, generating over 518,000 impressions and 13,984 clicks. Highoctane’s videos achieved a standout CTR of 5.37%, making them the best-performing creative of 2024. The esports activation successfully raised awareness of RAF careers among Gen Z and strengthened the RAF’s brand positioning in g
