Bozell Goes Vertical for Air Force

Bozell Kamstra Texas launches a new kind of recruitment ad for the U.S. Air Force this month targeted to the vertical market of engineers.
Although the agency has advertised to this segment in specialty publications previously, the creative work was similar to other Air Force campaigns, featuring soaring jet planes or the interior of a cockpit.
Recent focus group research conducted by the Air Force at an officer training school has enabled the agency to create its first insight-enhanced, targeted campaign, said Bozell Kamstra account director Steve Cumbie.
Addressing engineering students’ desire to get hands-on work immediately, Bozell produced two print ads that depict a college diploma being treated ingloriously. In one, a boss writes a note on a corner of the document telling a new hire to get roses for his wife. In another, the diploma is creased into a paper airplane.
Despite a strong job market for engineers, some new graduates find that unless they were in the top percentile of their class, hands-on, entry-level work opportunities such as those offered by the Air Force are often scarce, Cumbie said.
Bozell Kamstra, which has had the account for 14 years, is currently defending the business in an Air Force review.
The Irving, Texas-based agency has become a specialist in the recruitment advertising field, counting EDS and Sterling Commerce among its civilian clients.