We partnered with the WPP650 team to deliver the latest RAF Reservists campaign, using location and proximity callouts to bring a national recruitment message closer to home. The campaign used dynamic data to identify the nearest RAF Recruitment Centre to each audience member, alongside the driving time to reach it.  

By tailoring the creative to the location of each screen, the campaign made the recruitment message feel more immediate and relevant. Rather than simply telling audiences about the opportunities available through the RAF Reserves, the creative showed them exactly where their nearest recruitment centre was and how long it would take to get there, providing a more direct connection between the message and the individual seeing it.  

The campaign then took an unexpected turn, adding an extra layer of dynamic content through RAF Chinook flying times. Alongside the driving journey, audiences could see how long it would take to reach their nearest recruitment centre by Chinook, giving the creative a distinctly RAF twist and an element of surprise. The additional data point helped capture attention whilst reinforcing the campaign’s sense of adventure and possibility.  

The creative was brought to life through the tagline “reaching for more than just a nine to five”. The combination of location, proximity and flying-time data helped turn that message into something audiences could immediately relate to, whilst giving them a reason to stop, look and imagine where a career with the RAF Reserves could take them.  

By combining dynamic data with a highly location-specific approach, the campaign demonstrates how DOOH can make recruitment messaging feel personal at scale. Every screen had the ability to tell a slightly different story, with the location doing more than simply identifying where the audience was, it became part of the creative itself.  

This is location-based DOOH with a little more altitude.