THE RADICAL RULEBREAKING CREATIVE AGENCY
RSAF OPEN HOUSE 2021
OUR HOME, ABOVE ALL
YOUR DREAMS BEGIN HERE
SCOPE: Creative strategy and development, Design, Marketing, Video Production, 3D Design, Unreal Engine, Game design, Web development, Filming, Music & Sound design, Live broadcasting and streaming
In June 2021, The Republic of Singapore Air Force had decided to conduct its inaugural RSAF Open House once again, with the aim of showcasing the RSAF to the public. The brief, convert one of Singapore’s largest military public events into the largest virtual event of the year. Their solution, RAWSPARK.
The project commanded the agency’s entire creative repertoire, from crafting the overall brand messaging, creating the key visuals, trailers, ads, and managing the event’s social calendar, to designing the virtual web experience, developing the interactive games, designing the virtual live stages, conceptualising the user’s avatars, and producing 12 RSAF short action films demonstrating the RSAF’s capabilities and people in action.
The marketing campaign garnered a reach of over 1.8 million people, with over 4.7 million impressions. The combined marketing effort generated over 99,500 visits into the RSAF Open House website alone – proving an impressive 12.7% direct conversion rate. The virtual experience was also well-received by media critics, who have described the experience as all-encompassing and interactive.
For more information, visit: www.rsaf.gov.sg.
THE BRIEF
PROJECT DESCRIPTION:
Production of RSAF Virtual Metaverse Open House, Interactive Platform, Marketing content, Commercials & Video production
“Create an experience like never before, on the metaverse. Fill it with games and live action video content. Create a marketing campaign, and get 20,000 people into the event. Easy right? Then CHIEF OF AIR FORCE at a press conference says “We’re getting 100,000 people into…”
“**Chokes on ribs during the press meal**”
“So we scrambled the team, and brought them their 100,000, just like all rockstars do. The rest was history.”
1.8 MILLION EYEBALLS
99,500 VISITORS
67,800 RETURN CLICKS
12.7% CONVERSION RATE
THE MESSAGE
" YOUR DREAMS BEGIN HERE "
We wanted to create a tagline that triggered feelings of ambition and hope to inspire call to action. Targeted at Gen X and Y parents, who grew up with iconic aviation flicks of the ’80s like Top Gun, and the digitally-native Gen Z crowd aged 16-23, we crafted the tagline “Your dreams begin here” to strike a nostalgic chord and ignite aspirations anew. For parents and millennials, This tagline taps into the thrill and hope of their youth, evoking memories of a time when becoming a pilot was the pinnacle of cool. It’s about rekindling those youthful dreams, making them vivid once again. The tagline was also apt for the period – with people grappling with the disruptions caused by COVID and facing an uncertain future, this tagline served as a beacon of inspiration, encouraging them to dream big and bold about their own horizons. With our Tagline “Your Dreams Begin Here”, we could inspire audiences both young and old, to reignite their dreams and chase their aspirations.
THE METAVERSE SPACE
Every pilot’s journey is special. With the RSAF Open House 2021, we wanted audiences to feel what it was like to be an Air-man or woman. In this metaverse, visitors go through multiple stages as they would in the Air Force Academy, in order to graduate as a virtual pilot and win free merchandise and a physical joyride in a real aircraft. Their journey begins with them creating their own avatars and earning their first callsign. At the next stage they navigate the 3D virtual world, visiting 3D exhibits, watching action documentaries and learning about the RSAF’s history and capabilities. In the final stage, the visitors play strategy games, answer quizzes, and navigate in a flight simulator, which earns them badges that can be traded for the rewards. Talk about a real TOP GUN experience.
NAVIGATE BELOW
STAGE ONE: EARN THE CALLSIGN
RSAF’s very own metaverse, designed in 3D and Unreal Engine. The metaworld converts the Air Force’s heritage museum and weapon’s static display into a 3D first person game simulation environment. Visitors log on and navigate the world to view 3D exhibits, watch live videos, view talk-show stages and play 2D Games. Every pilot’s journey begins with earning a callsign, one unique to their identity, character and personality. Here audiences customise their avatar experiences, choose their vocations and answer a simple quiz that generates their callsign, one which they take through the entire metaverse.
STAGE TWO: NAVIGATE THE METAVERSE
RSAF’s very own metaverse, designed in 3D and Unreal Engine. The metaworld converts the Air Force’s heritage museum and weapon’s static display into a 3D first person game simulation environment. In this stage, Visitors log on and navigate the world with the arrow keys and mouse to view 3D exhibits, watch live videos, view talk-show stages and gain knowledge on the RSAF’s history, weapons, squadrons and assets.
PERFORMANCE ACTION VIDEOS
The RSAF needed content in place of their live squadron demonstrations (that were traditionally performed live physically). But the rockstars in us didn’t just want to do pre-recordings. So the result? 11 different (yes 11) action documentary films. Hosted by Gurmit Singh, Rai Kannu, Annette Lee and Jyostnaa Jayashankar, we go behind the scenes with our everyday heroes to uncover their passions and purpose, and go deep into the heart of the action when real threats arise. See for yourself.
"SCRAMBLE THE JETS!"
"SEARCH AND RESCUE"
"THE LAST LINE"
LIVE VIRTUAL SHOWS
We created a live talk-show with the men and women from the RSAF, and titled it ON THE RADAR. Hosted by celebrity host Rai Kannu, the word-play on the show’s title suggests the show’s intention of unveiling the stories of passion and purpose behind these everyday heroes.
LAUNCH OF THE
RSAF OPEN HOUSE 2022
"ON THE RADAR" WITH FREEZER
"ON THE RADAR" WITH THE VIRTUAL
BLACK KNIGHTS
THE TRIDENT: RSAF OH21 VIRTUAL STAGE
We conceptualised and designed a stage in 3D to host all of the RSAF’s Open House live shows, combining Unreal Engine environment design, with 3D and camera tracking technology to create engaging show content. THE TRIDENT is the official stage of the RSAF Virtual Open House 2021. Shaped in a rounded trimaran stage with a central infinity, the stage levitates in mid air and was home to the ministerial launch event and the event’s own talk show titled, ON THE RADAR.
STAGE THREE: GRADUATE
Four 2D games, each titled after every acronym of the RSAF. The collection features a memory game of each RSAF weapon, a multiple-choice-quiz on fun facts of the RSAF, a flight simulator, and a ground based air-defense game. Every pilot’s journey must come to an end. To graduate, each aviator, now equipped with the knowledge of the RSAF, must go through this final test. Visitors test their knowledge in virtual quizzes, hone their flying skills in a flight simulator by navigating an F-15SG through obstacles, and play a strategy game by defending a base against enemy attacks. Winning aviators accumulate badges, which like an NFT, can be exchanged and traded for exclusive gifts and a physical aircraft joyride.
THE BADGES
INTERACTIVE GAMES
Four 2D games, each titled after every acronym of the RSAF. The collection features a memory game of each RSAF weapon, a multiple-choice-quiz on fun facts of the RSAF, a flight simulator, and a ground based air-defense game.
REMEMBER OUR ASSETS
SEEK KNOWLEDGE
ATTACK FROM THE SKIES
FORTIFY OUR BATTLEFIELD
PROMOTIONAL ASSETS
"YOUR DREAMS BEGIN HERE" - TRAILER
Top Gun style flight maneuvers of the F-15SG, rendered in 3D on Unreal Engine, paired with both direct and branded messaging. Our trailers garnered over 900,000 paid views and 30,000 organic views.
DIGITAL BANNER ADS
SOCIAL MEDIA CALENDAR
Fun facts of the RSAF, infographic teasers and influencer driven posts.
MUSIC & SCORE
With Rawspark, every campaign, very video and every film deserves its own set of scores and music. Our in-house music and sound design team created customised, original scores and soundtracks for each video, film and scene of live action videos. The result, 17 individual tracks, ranging from epic cinematic and orchestral scores, to rock, metal, electronic, house and trap.
ROH 21 THEME
MISSION SUCCESS
LOW CANNON
UNVEIL THE WEAPON
THE MOMENT TO RESPOND
DIRTY *ITCH
THE TIME TO ACT
CAYLADA
INCREDULOUS FLOOR
GEARED UP
RESCUE ME
ROAD TO VICTORY
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RAWSPARK GROUP
SINGAPORE
- RAWSPARK PTE. LTD.
- 201803683D
- 7 Temasek Boulevard #12-07 Suntec Tower One, Singapore 038987
MALAYSIA
- RAWSPARK SDN. BHD.
- 02201043732 | 1489429-H
- 43-2, Jalan Medan Setia 1, Bukit Damansara, 50490 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia