Defence Force Recruiting (DFR) and its creative agency VMLY&R have partnered with Snapchat on an augmented reality (AR) experience.
Snapchatters will be able to use a bespoke DFR lens that teaches them the hand signals used on the battlefield in the Australian Army. The DFR Signal Lens use Snapchat’s hand-tracking AR technology to monitor the hand motions of users and match them to correct signals.
The Lens also features ‘training’ and ‘mission’ education levels, which require Snapchatters to complete the signals in a timely manner — in the same way they would on the battlefield, furthering their understanding of what a career in the Army entails.
The DFR said this will provide young people with a deeper awareness of how signals are used in action and it exemplifies the organisation’s commitment to innovative technology as a driving force behind the engagement and education of potential recruits.
“Snapchat reaches 75 per cent of 13 to 34-year-olds in Australia, meaning that a considerable part of our community may be considering their career options,” said Haran Ramachandran, Snap Inc.’s head of creative strategy ANZ.
“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.”
Marc Unger, the DFR’s national social media manager added:
“Our ongoing partnership with Snap Inc. offers us 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. 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.”
