THE TASK

DFR requires a continued focus on Navy Brand communication, as there is an on-going need to educate and influence a new wave of potential candidates as they move into Navy’s primary target audience of 16-24-year old’s.

The ADF’s focus for its August and November bursts was Submariner. Every job on a Submarine is valuable with long and very particular training. If one job cannot be provided or filled, the Submarine cannot go to sea. Achievement of Submariner targets for Defence Force Recruiting is paramount to Navy’s capability.

The ADF is often viewed as behind the times and corporate, so by utilising modern platforms and technologies they can begin to change that perception and reach their targeted audience exactly where they know they frequent.

THE EXECUTION

We gave users the technology via the Snapchat social platform to experience themselves as a submariner in a personalised Navy experience.