BLKJ Havas Singapore launches mobile-first recruitment experience for RSAF
BLKJ Havas Singapore has launched “Find Your Squad. Find Your #AboveAll,” a groundbreaking recruitment campaign developed for the Republic of Singapore Air Force (RSAF).
The strategy was to move beyond conventional ads and create a deeply engaging, mobile-first experience that resonates with the Gen Zs.
This mission-based immersive journey is designed to showcase the teamwork and community at the core of the RSAF, inspiring a new wave of youths to find their place in the force.
Historically, the public perception of the RSAF has been well known by the role of pilots, sidelining the importance of other critical roles within the force. However, with today’s youth placing a higher value on collaboration, belonging, and collective achievement, there’s a growing need to reframe the narrative around the force’s core values.
Moving beyond the traditional long-form film, BLKJ Havas worked with UNIT9 to pioneer a new form of social entertainment. This innovative experience uses cutting-edge mobile technology to sync phones, creating a film that is more than a film—it’s a shared adventure.
This allows friends to not just watch, but to actively collaborate and influence the story together in real-time.
“This is a big shift in how we tell stories,” said Guilherme Machado, Executive Creative Director at BLKJ Havas. “We wanted to create an experience that goes beyond passive viewing. By making the viewer an active participant, we highlight the importance of every single role within the RSAF, emphasizing that collaboration and community are key to mission success. It’s about making connections, not just watching.”
The films are designed to be shared with friends. By putting their phones together side by side, viewers can assume different roles within an Air Force mission. Each mission’s success depends on collective cooperation, reflecting the essence of teamwork that the Air Force embodies.
BLKJ Havas also partnered with TikTok to offer users an interactive experience on the platform. There, they can actively participate in missions by making decisions and tagging friends to help them complete the tasks, turning the campaign into a true social, collaborative journey.
In a world where technology and human interaction intersect more than ever, “Find Your Squad. Find Your #AboveAll” becomes more than an invitation to join the RSAF, it’s a call to be part of something greater, a community where collaboration is the key to success.
