RAF Altitude direct mail case study

Teenagers are hard to impress and tend to be ahead of the game when it comes to new technology. 'Altitude' is an exclusive-style club designed to appeal to 13-to-18-year-olds interested
in a career with the RAF. A new campaign by agency Tullo Marshall Warren (TMW) used direct mail
and augmented reality (AR) to drive the target audience to Altitude's revamped, interactive
whizz-bang website.

TMW's direct marketing recruitment pack includes a card printed with an AR code that when held up
to a webcam projects a 3D model of a Red Arrow jet as well as a welcome message from one of its
pilots. It doesn’t get more real than that. And it achieves the cool factor, which is so vital among this target audience.