| Title | MOBILE MEDIC |
| Brand | DEFENCE FORCE RECRUITING |
| Product / Service | DEFENCE UNIVERSITIES SPONSORSHIP |
| Category | A07. Best Use of Other Digital Platforms in a Promotional Campaign |
| Entrant | GEORGE 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 |
| 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 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.
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.
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.
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.