Mobile: Moving Across All Screens

Mobile Medic

GPY&R Melbourne and VML
Defence Force Recruiting

Gold Winner

Mobile Advertising
Branded Mobile Application

“I'm a big fan of using digital advertising to do something both impressive and functional, and Mobile Medic succeeds on both counts.”

Benjamin Palmer

Benjamin Palmer
Co-founder and Chairman,
The Barbarian Group

To find top candidates to become medics, the Australian Defence Force (ADF) and GPY&R Melbourne and VML challenged medical students to diagnose true-to-life medical emergencies on individuals in out-of-home posters through an augmented-reality app. The prospective medics, who learned about the program through a series of roadshows, used virtual stethoscopes, CT scans, and other tools to investigate the patients and make their judgment calls. The highly targeted and completely engaging campaign became one of the ADF’s most successful, inspiring more people to consider a career with the ADF.

“I’m a big fan of using digital advertising to do something both impressive and functional, and Mobile Medic succeeds on both counts. The technological execution is powerful and fun to interact with, but even better—it’s useful and puts the user's medical knowledge to the test.”

Benjamin Palmer, Co-founder and Chairman, The Barbarian Group

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Case Study

Why it Won