The RAF's Battle for Gen-Z Britain

Client: The RAF

With the help of OmniGOV at MG OMD and Digital Cinema Media, the RAF launched a bold, immersive multi-year campaign using 4DX, Cineworld's most immersive format, to bring the thrill of the skies directly to cinema audiences.

Beginning in January 2024, a 60-second recruitment ad was adapted for 4DX, enhancing visuals with motion, sound, and scent to replicate the experience of flight and space operations. Positioned in the prestigious Gold Spot across Cineworld’s 4DX screens, the campaign expanded into full 4DX sponsorship, bespoke idents, foyer branding, co-branded popcorn bags, and Cineworld homepage takeovers.

In 2025, the RAF launched ‘Thrill Seekers,’ a film series featuring high-octane classics like Inception and John Wick, cementing its association with action, adventure, and innovation.

The results struck hard: 12.7% increase in recruitment interest, 90% of 4DX viewers took action, and a 163% uplift in career consideration. Mission accomplished.