Best Military Online Ad

Pop culture might portray the U.S. Air Force as the “flyboys” of the American military. But in reality, joining the Air Force opens up numerous career pathways, some of which you might not expect. Working with its agency GSD&M and interactive advertising company Infillion, this U.S. Air Force campaign sought to show target audiences a few of those wide-ranging career paths. This ad entices streaming video users by offering an incentive: Interact with the Air Force ad for at least 30 seconds, and enjoy fewer commercials for the rest of the episode they’re watching. Upon opting in, beginning with a video playing in full screen, users can click the arrow on the right side of the screen to expand a side panel of slides. From there, users can click through the carousel as the video continues to play in the main part of the screen. Each carousel contains an image of a US Air Force servicemember in action, in their roles in Security Forces, Aircraft Maintenance, and Munitions Systems. This campaign was a high flyer: With an average time spent of 50 seconds and 5 interactions per user, this unit captivated the target audience’s attention. It also drew significant upper and middle funnel lift, with an +18% lift in consideration and +22% lift in intent.

Contributors:

INFILLION

Location: United States