The Brief

BRIEF: Recruit the best young engineers for roles in the Navy. PROBLEM: The Royal Australian Navy was running critically low on engineers – a huge problem considering it boasts some of the most state-of-the-art hardware in the country. This problem is largely due to Australia’s booming mining industry offering our most promising talent extremely lucrative contracts. In this environment, convincing the best talent to join the Navy is no easy task. We needed to find a way to engage University Engineering students and give them a taste of how rewarding a career as a navy engineer can be.

Describe how the promotion developed from concept to implementation

ENGINEERING BUILDBOARD IS A PROMOTION THAT SAW ENGINEERING STUDENTS TURN OUR OUTDOOR INTO OCEAN GOING VESSELS. Testing the skills they'll need to be an engineer in the Navy, students used their know-how to design and construct the ultimate vessel using only what could be found on the billboard. The two best vessels then faced off in a test of speed, balance and maneuverability, with the victors winning a fast track to a role in the Navy. The competition attracted the attention of the wider engineering audience and has become an annual event.

Describe the success of the promotion with both client and consumer including some quantifiable results

Not only did we show the top Australian engineering minds what a career in the Navy would be like, we convinced the best to join. With 82 roles required to be filled, we filled each one and for the first time in Navy recruiting history, we created a waiting list. A dramatic turnaround, considering there were many roles vacant just 3 months prior. Importantly for the Navy, this activity created a stronger connection to Australia’s best engineering institutions that will carry on for years to come. And for Australia, these recruits ensure a vital part of our Defence Force stays functioning at its peak.

Explain why the method of promotion was most relevant to the product or service

Almost all recruits for engineering jobs come from Australian engineering faculties. Their qualifications make them sought after in many sectors. Navy needed to stand out as a career path that offered hands on applications of their skills and lateral thinking. It made sense to let them experience that first hand.