To improve signals through interactive practice.
Defence Force Recruiting (DFR) and creative agency VMLY&R have partnered with Snapchat to teach the hand signals used on the battlefield in the Australian Army, through an augmented reality (AR) experience.
The DFR Signal Lens leverages Snapchat’s sophisticated hand-tracking AR technology to monitor the hand motions of users and ensure a high level of accuracy to improve their signals through interactive practice.
The Lens features training and mission education levels, which requires Snapchatters to complete the signals in a timely manner the same way they would need to in training on the field, furthering their practical understanding of what a career in the Army entails.
The launch of the DFR Signal Lens highlights the organisation’s commitment to innovative technology as a driving force behind the education of potential recruits.
Haran Ramachandran, head of creative strategy ANZ at Snap Inc. said Snapchat reaches 75% of 13 to 34 year olds in Australia, meaning that a considerable part of the community may be considering their career options.
"Using our advanced AR hand-tracking technology, we’re bringing part of the Army experience to life for Snapchatters, helping Defence Force Recruiting reach an important audience in an incredibly immersive way," said Ramachandran
Marc Unger, national social media manager at DFR, said their ongoing partnership with Snap Inc. offers them access to their engaged audience of Gen Z and Millennial Australians, among which there are potential recruits for future roles within the Army.
"Reaching this demographic requires a creative and engaging approach, which is why we’re turning to AR, to help young Aussies visualise themselves in the Army," said Unger.
"With Snap’s innovative AR technology, we have been able to recreate part of the daily experience of an Army recruit to encourage young people to consider whether they could see themselves follow this career path."
Credits:
Client: Defence Force Recruiting
National Social Media Manager, DFR: Marc Unger
Social Media Content Manager, DFR: Maria Ngo
Senior Marketing Officer, DFR: Travis Hanson
Brand Portfolio Manager, DFR: Jacqui Day
Creative Agency: VMLY&R
Creative Director: Kieran Moroney
Senior Account Manager: Madi Moorhead
Junior Art Director: Lukas Meintjes
Junior Copywriter: Texas Williams
Media Agency: Universal McCann Australia
Performance Director: Alison Hatt
Performance Manager: Huma Nasir
Production Agency: Paper Triangles
Snap
Senior Creative Producer, APAC: Chris Lewis
Senior Creative Strategist, APAC: Madeline Moore
Senior Client Partner: Ella Keddie
