Results and Effectiveness

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.

Creative Execution

To recruit Submariners, we used our media space in a completely new way - by creating the world’s deepest ad. Measuring in at a massive 40,000 pixels in length, every 200 pixels equaled 1 metre. The recruitment ad was where submariners would work - 200 metres below sea level.

Insights, Strategy and the Idea

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. To recruit Submariners, we created the world’s deepest ad. Measuring in at a massive 40,000 pixels in length, every 200 pixels equalled 1 metre. 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.