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.

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. 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.

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.