Defence creates augmented reality experience with Snapchat

13 April 2023
 

Creative Agency: VMLY&R

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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

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