Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.