Why is this work relevant for Media?

The Lost in Translation campaign was not only created using Google Translate, but it also made use of innovative media placement. Our audio ads ran on Spotify and bore striking similarity to the popular tracks which the audience was used to listening to, albeit with glaring mistakes that made them more disruptive. And the posters were designed to catch the eye of those who have a flair for language, at a time when they had an interest for the joining the Navy as posters were placed in recruitment centers.

Background

The Australian Defence Force is one of the largest recruiters in Australia. But some roles are harder to fill than others, such as Cryptologic Linguists in the Navy. This is a priority role, which means they need to fill them urgently. Exact role numbers required are confidential but the ADF was running critically low. We need to recruit the best talent to join the Navy and apply for this role, but at the same time tell people what the role entails in an engaging and relevant way.

Describe the creative idea / insights (30% of vote)

Not only did A.I. help write the ads every time we clicked translate, but by using A.I.’s text to voice function, it helped voice our campaign through Spotify and radio ads as well as video posts on social. The campaign was launched in July 2020 with ads on Spotify, social films across Facebook and Instagram as well as OOH posters in Defence Force recruitment centres. The campaign was intended to run over 4 months but after just one, all roles had been filled.

Describe the strategy (20% of vote)

Artificial intelligence is helping to progress humanity in ways never thought possible. It’s making complex tasks easier than ever. But the flip side is that human occupations are at stake. More than 7 million Australians are at risk of having their jobs either automated out of existence or augmented by robots and artificial intelligence in the next 15 years, data modelling commissioned by the Australian Computer Society has found. This can be a daunting proposition for job seekers, one that’s exacerbated by the ongoing Coronavirus pandemic. It’s why we chose to show people that the role of a Cryptologic Linguists wasn’t at threat of being replaced by a machine and that it’s a stable role with rewarding career progression.

Describe the execution (20% of vote)

Not only did A.I. help write the ads every time we clicked translate, but by using A.I.’s text to voice function, it helped voice our campaign through Spotify and radio ads as well as video posts on social. The campaign was launched in July 2020 with ads on Spotify, social films across Facebook and Instagram as well as OOH posters in Defence Force recruitment centres. The campaign was intended to run over 4 months but after just one, all roles had been filled by humans more capable of A.I.

List the results (30% of vote)

The campaign was originally intended to run in two bursts over 4 months, but after just 1 burst, the results were phenomenal, and the Navy achieved their role quota. A dramatic turnaround, considering many Cryptologic Linguist roles left vacant for periods of over 12 months prior. Once word of the campaign got out, a certain tech giant even fixed their A.I. to pick up on the mistakes it made. • 472% increase in online users to our dedicated job page • Applications uplift of 1140% year on year with 248 applications • 620% increase in required applicants Importantly for the Navy, this campaign created a stronger connection to a younger audience, introducing cleverness of language that will resonate for years to come. And for Australia, these new applicants will ensure a vital part of our Defence Force stays functioning at its peak.