MOBILE MEDIC

TitleMOBILE MEDIC
BrandDEFENCE FORCE RECRUITING
Product / ServiceDEFENCE UNIVERSITIES SPONSORSHIP
CategoryC01. Integrated Media Campaign
EntrantGEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Entrant Company:GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Advertising Agency:GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
2nd Advertising Agency:VML Kansas City, USA

Credits

Name Company Position
Ben Coulson George Patterson Y/R Executive Creative Director
Jake Barrow George Patterson Y/R Art Director
Matt Lawson George Patterson Y/R Copywriter
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

Results and Effectiveness

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.

Creative Execution

MOBILE MEDIC was a new use of media that allowed students to use a range of diagnostic techniques to identify and treat real medical conditions using their smart-phones. Students graduated from patient to patient, in an effort to be rewarded with a Defence University Sponsorship. Visual and audio augmentation 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.

Insights, Strategy and the Idea

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 media into the entrance exam.