MOBILE MEDIC by GPY&R Melbourne, VML Kansas City for Australian Defence Force

MOBILE MEDIC

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Media Case study
Market Australia
Agency GPY&R Melbourne
Executive Creative Director Ben Coulson
Creative Director Chris Northam
Copywriter Matt Lawson
Agency VML Kansas City
Art Director Jake Barrow
Photographer Hugh Peachey
Account Supervisor Jason Bass
Digital Creative Director Mark Addy
Released May 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Mobile Devices Gold

Credits & Description

Type of entry: Use of Media
Category: Best Use of Mobile Devices
Advertiser: AUSTRALIAN DEFENCE FORCE
Product/Service: DEFENCE UNIVERSITIES SPONSORSHIP
Agency: GEORGE PATTERSON Y&R Melbourne, AUSTRALI
Title: MOBILE MEDIC
DM/Advertising Agency: GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
2nd DM/Advertising Agency: VML Kansas City, USA
Executive Creative Director: Ben Coulson (George Patterson Y&R)
Creative Director: Chris Northam (George Patterson Y&R)
Copywriter: Matt Lawson (George Patterson Y&R)
Art Director: Jake Barrow (George Patterson Y&R)
Digital Creative Director: Mark Addy (George Patterson Y&R)
Digital Producer: Carrie Burman (George Patterson Y&R)
Digital Designer: Janna Mamar (George Patterson Y&R)
User Experience Lead: Luke Tellefson (George Patterson Y&R)
Account Supervisor: Jason Bass (VML)
Developer: Chuck Brandt (VML)
Group Account Director: Jullian Bell (George Patterson Y&R)
Account Director: Janet Proposch (George Patterson Y&R)
Account Co-Ordinator: Chris Bush (George Patterson Y&R)
Account Executive: Daniel Smith (George Patterson Y&R)
Photographer: Hugh Peachey (Hugh Peachey Photography)
Retoucher: Mal Stark (Starkart)
Audio Producer: Katherine Muir (George Patterson Y&R)
Medical Consultant: Peter Smith (Australian Defence Force)
Strategist: Tom Ward (George Patterson Y&R)
The mobile app not only narrowed down the applicants for us, it also gave the best ones a very real experience of the amazing day-to-day lives of the role they would fill as a Medical Officer.
It helped us fill every available position, with only the best: putting our Defence Force, and the citizens they work alongside, in safer hands.
This new mobile application now lives on as education platform in all Defence Universities in Australia. It changed the way the Defence Force recruited and also changed the way they learnt.
Creative Execution
We created MOBILE MEDIC, a mobile app that allowed students to x-ray, scan and diagnose a series of patients across varied media. Students graduated from patient to patient, using true-to-life diagnostic techniques, responding to different health emergencies with only the use of their phone.
The fully augmented app immersed the student in the role of Medical Officer, letting them use CT scanning, Angiogram, Stethoscope ECG, and Ultrasound, on real and dramatic Defence Force scenarios, specific to each media execution.
After students completed the race across all media they then entered their details to receive their results. The students who performed the best were then phoned straight-away to be congratulated, and offered their Defence University Scholarship. The mobile immersed them, then directly recruited them for us.
We were asked to recruit 850 medical students worthy of a Defence Force University Scholarship.
The idea was to use the mobile platform as the entrance exam. But an exam they wanted to take.