{"id":919,"date":"2022-08-19T02:31:40","date_gmt":"2022-08-19T02:31:40","guid":{"rendered":"https:\/\/rawsparkgroup.com\/?page_id=919"},"modified":"2024-04-24T04:09:29","modified_gmt":"2024-04-24T04:09:29","slug":"work-rsaf-open-house-2021","status":"publish","type":"page","link":"https:\/\/rawsparkgroup.com\/rawspark\/work-rsaf-open-house-2021\/","title":{"rendered":"RSAF Open House 2021: Your Dreams Begin Here"},"content":{"rendered":"\t\t
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THE RADICAL RULEBREAKING CREATIVE AGENCY<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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RSAF OPEN HOUSE 2021<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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OUR HOME, ABOVE ALL<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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YOUR DREAMS BEGIN HERE<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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SCOPE:<\/b>\u00a0Creative strategy and development, Design, Marketing, Video Production, 3D Design, Unreal Engine, Game design, Web development, Filming, Music & Sound design, Live broadcasting and streaming<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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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\u2019s largest military public events into the largest virtual event of the year. Their solution,  RAWSPARK.<\/p>

The project commanded the agency\u2019s entire creative repertoire, from crafting the overall brand messaging, creating the key visuals, trailers, ads, and managing the event\u2019s social calendar, to designing the virtual web experience, developing the interactive games, designing the virtual live stages, conceptualising the user\u2019s avatars, and producing 12 RSAF short action films demonstrating the RSAF\u2019s capabilities and people in action. <\/span><\/p>\n

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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 \u2013 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. <\/p>\n

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For more information, visit: www.rsaf.gov.sg.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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THE BRIEF<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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PROJECT DESCRIPTION<\/b>: <\/b><\/p>\n

Production of RSAF Virtual Metaverse Open House, Interactive Platform, Marketing content, Commercials & Video production<\/p>\n

“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…”<\/i><\/p>\n

“**Chokes on ribs during the press meal**” <\/i><\/p>\n

 <\/i>“So we scrambled the team, and brought them their 100,000, just like all rockstars do. The rest was history.”<\/i><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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1.8 MILLION EYEBALLS<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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99,500 VISITORS<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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67,800 RETURN CLICKS<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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12.7% CONVERSION RATE<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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THE MESSAGE<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\" YOUR DREAMS BEGIN HERE \"<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We wanted to create a tagline that triggered feelings of ambition and hope to inspire call to action.\u00a0 Targeted at Gen X and Y parents, who grew up with iconic aviation flicks of the \u201980s like Top Gun, and the digitally-native Gen Z crowd aged 16-23, we crafted the tagline \u201cYour dreams begin here\u201d 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\u2019s 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.\u00a0 With our Tagline “Your Dreams Begin Here”, we could inspire audiences both young and old, to reignite their dreams and chase their aspirations.\u00a0\u00a0<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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THE METAVERSE SPACE<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u00a0<\/p>

Every pilot’s journey is special.\u00a0 With the RSAF Open House 2021, we wanted audiences to feel what it was like to be an Air-man or woman.\u00a0 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.\u00a0 Their journey begins with them creating their own avatars and earning their first callsign.\u00a0 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.\u00a0 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.\u00a0 Talk about a real TOP GUN experience.\u00a0\u00a0<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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NAVIGATE BELOW<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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