|Brand||DEFENCE FORCE RECRUITING|
|Product / Service||NAVY|
|Category||A08. Digital Design|
|Entrant||GEORGE PATTERSON Y&R Melbourne, AUSTRALIA|
|Entrant Company||GEORGE PATTERSON Y&R Melbourne, AUSTRALIA|
|Advertising Agency||GEORGE PATTERSON Y&R Melbourne, AUSTRALIA|
|Ben Coulson||GPYR||Chief Creative Offier|
|Ben Coulson||GPYR||Executive Creative Director|
|Evan Roberts||GPYR||Creative Director|
|Joe Sibley||GPYR||Art Director|
|Luke Simkins||GPYR||Art Director|
|Paige Prettyman||GPYR||Account Director|
|Navishka Shah||GPYR||Account Manager|
Finding the right candidate for Navy Submariner roles is notoriously difficult. Recruits need the right mix of bravery and curiosity to be interested in such a unique job. We needed to find an innovative way to engage with our audience using a medium that is normally quite uninspiring.
To recruit Submariners into the Australian Navy, we were asked to create an eDM to be sent out to potential candidates. We needed to create something engaging, and for a budget.
To recruit Submariners, we crafted the world’s deepest ad. Measuring in at a massive 40,000 pixels in length, every 200 pixels equalled 1 metre. Users scrolled down into the oceans depths to discover a job unlike any other. The recruitment ad was where submariners would work - 200 metres below sea level. Only the most curious scrolled down, and when they reached the bottom, they discovered that they had traits of a Navy submariner. Users clicked straight through to the Navy Submariner job enquiry form and registered their interest.
The Navy successfully surpassed its submariner recruitment target by over 400%. The email also received a 58.2% gross open rate. The Australian Defence Force prohibit the disclosure of any information pertaining to specific recruitment targets or military personnel.