MOBILE MEDIC

Gold Spike

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TitleMOBILE MEDIC
BrandDEFENCE FORCE RECRUITING
Product / ServiceDEFENCE UNIVERSITIES SPONSORSHIP
CategoryA07. Best Use of Other Digital Platforms in a Promotional Campaign
EntrantGEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Entrant Company:GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Sales Promotion/Advertising Agency:GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
2nd Sales Promotion/Advertising Agency:VML Kansas City, USA

Credits

Name Company Position
Ben Coulson George Patterson Y/R Executive Creative Director
Matt Lawson George Patterson Y/R Copywriter
Jake Barrow George Patterson Y/R Art Director
Chris Northam George Patterson Y/R Creative Director
Janna Mamar George Patterson Y/R Digital Designer
Carrie Burman George Patterson Y/R Digital Producer
Luke Tellefson George Patterson Y/R User Experience Lead
Jason Bass Vml Account Supervisor
Chuck Brandt Vml Developer
Julian Bell George Patterson Y/R Group Account Director
Janet Proposch George Patterson Y/R Account Director
Chris Bush George Patterson Y/R Account Executive
Daniel Smith George Patterson Y/R Account Executive
Hugh Peachey Hugh Peachey Photography Photographer
Mal Stark Starkart Retoucher
Katherine Muir George Patterson Y/R Audio Producer
Dr Peter Smith Australian Defence Force Medical Consultant
Tom Ward George Patterson Y/R Strategy
Marcus Byrne George Patterson Y/R Designer/Retoucher

The Brief

The brief was to find 140 medical students worthy of a Defence Force University Sponsorship. In order to find the best we created MEDICALLY DIAGNOSABLE ADVERTISING: That turned the promotion into the entrance exam.

Describe how the promotion developed from concept to implementation

The MOBILE MEDIC promotion allowed students to use a range of diagnostic techniques to identify and treat real medical conditions using their smart-phones. Students graduated from poster to poster, in an effort to be rewarded with a Defence University Sponsorship. Visual and audio augmentation embedded in the posters immersed them in the role of Medical Officer, letting them use X-ray, CT scanning, angiogram, stethoscope, ECG, ultrasound and much more, on real Defence Force scenarios. Students entered their details and received their results.

Describe the success of the promotion with both client and consumer including some quantifiable results

Mobile Medic found and directly recruited the most highly skilled medical students in the country. Putting our Defence Force, and the citizens they work alongside, in safer hands.

Explain why the method of promotion was most relevant to the product or service

Getting the medical students to respond to real issues gave them a direct and in-depth insight into the amazing day-to-day lives of the role they would fill: Medical Officer. Recruitment advertising is all about finding the best, this campaign narrowed down the candidates for us, and then recruited them on-the-spot for their sponsorship.