Cannes Lions

NAVY

GEORGE PATTERSON Y&R, Melbourne / DEFENCE FORCE RECRUITING / 2014

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Case Film

Overview

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Credits

Overview

Description

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.

Execution

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.

Outcome

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.

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