VRECRUITMENT

Short List
TitleVRECRUITMENT
ClientDEFENCE FORCE RECRUITING
Product / ServiceTHE AUSTRALIAN DEFENCE FORCE
CategoryC02. Use of Real-time Data
EntrantHAVAS AUSTRALIA Sydney, AUSTRALIA
Idea Creation HAVAS AUSTRALIA Sydney, AUSTRALIA
Production HAVAS AUSTRALIA Sydney, AUSTRALIA
Production 2 FINCH Sydney, AUSTRALIA
Production 3 NYLON STUDIOS Sydney, AUSTRALIA
Production 4 SONAR MUSIC Sydney, AUSTRALIA
Production 5 MANIFOLD Sydney, AUSTRALIA

The Campaign

We turned a VR experience into a media channel by tracking interactions, to serve them custom, real-time job recommendations directly in the experience. Players lead a full-scale disaster relief simulation set on a Category 5 cyclone devastated island. As they learn about us, we learn about them, making unique job recommendations based on how they play. Analysing behavioural data such as: *Risk assessment *Task prioritisation *Problem solving we generated unique and personalised job recommendations in real time. For example a player indexing highly in Multi-tasking, would be served the role of Air Traffic Controller. To capture meaningful data, the experience had to feel real, so every element was built from scratch in collaboration with the military

Creative Execution

This isn’t a 360 video, it’s a true VR experience that’s completely interactive, tracking everything you do to serve custom job recommendations directly in the experience. Making VR interactive was how we turned the experience into a media channel. To make sure the content (our job recommendations) we served was relevant it was important to make sure the experience was realistic. VR game designers collaborated with the military every step of the way, from scoping, to design, to testing, to make the experience as realistic as possible. Every asset was built from scratch. Working with the military means everything has to be 100% accurate from the designs and scale of the tech down, to the print on the camo uniforms. This VR platform is more than a one-off activation. There are 9 custom designed kits giving specialist teams the scale to deploy the experience nationally, at universities and career expos.

Our business target was to reach a whole new audience at university trade shows and career expos and get them to the start the process of joining the Australian Defence Force. Because VRecruitment is an immersive use of technology that we turned into a directly-targeted media channel we exceeded those expectations. Post experience research found: 73% felt more positive about a career in the ADF 92% had better understanding of the ADF And most importantly: 3x increase in ‘Expression Of Interest’ forms (EOI is first step in the application process of joining the ADF. This increase is based on the average EOI forms completed per number of persons interacted with at similar university events and career expos)

Our objective with VRecruitment was to attract a new audience to the Australian Defence Force and educate them about the diverse roles available. To do this we knew a traditional media approach wouldn’t be the most effective approach. Instead we turned an immersive VR experience into a media channel by tracking everything they did in VR, learning about them along the way, to serve them relevant job recommendations directly in the experience, in real-time.

Insights, Strategy and the Idea

Since our objective with VRecruitment was to attract a new audience to the Australian Defence Force and educate them about the diverse roles available knew a traditional media approach wouldn’t be the most effective approach. Our strategy was to transform a new technology they are interested in into a completely new media channel. So we turned an immersive VR experience into a customisable, directly targeted media channel by tracking everything they did in VR. That way we could learn about them along the way, to serve them relevant job recommendations directly in the experience, in real-time. We worked with military personnel to make the experience engaging and realistic.

Credits

Name Company Position
Seamus Higgins Havas Sydney Executive Creative Director
Stuart Turner Havas Sydney Executive Creative Director
Helen King Havas Sydney Art Director
Alex Bolderoff Havas Sydney Copywriter
Gustavo Vampre Havas Sydney Digital Creative Director
Josh Bryer Havas Sydney Digital Creative Director
Tim Barrett Havas Sydney Senior Account Director
Christina Werakso Havas Sydney Digital Account Director
Kate Spencer-Smith Havas Sydney Senior Account Manager
Bohdi Lewis Havas Sydney Digital Strategy Director
Ed Scrivens Havas Sydney Junior Strategist
Darren Cole Havas Sydney Head of Design
Nic Adamovich, Amanda Picman, Michael Macgregor Havas Sydney Designer
Thea Clausen Havas Sydney Print Team Lead
Emad Tahtouh FINCH Director of Applied Technology
Hamish Pain Havas Development Lead / Game Design
Andrew Timms FINCH Visual Lead / Game Design
Andrew Timms FINCH Visual Lead / Game Design
Hazel Gibson FINCH Producer
Cara Szabo FINCH Technology Production Assistant
Patrick Barnes FINCH Senior Applied Technologist
Levi Jacobsen FINCH Developer
Benjamin Bray FINCH 3D Artist / Layout
James Hurlock FINCH 3D Artists / Animation
Taylor Hinde FINCH Concept Artist
Jonte Wendt FINCH VFX Artist / Animation
Quade Biddle FINCH VFX & Concept Artist
Stuart Welch Nylon Studios Sound Engineer
Timothy Bridge Sonar Sound Engineer
Damian Kozma Manifold CGI and Retouching
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