Many students these days are into the new generation of technology, including iPhones and iPads. No wonder the Australian Defence Force used this technology in recruiting medical students worthy of a defence university sponsorship. How? By creating medically diagnosable advertising. As the CEO of Grey Group Austria commented, this campaign is a total "gamechanger".
Medical students could use smartphone technology to interact with poster patients dotted around town. By diagnosing and treating these patients (using X-ray, Stethoscopes, Ultrasound, CT scanning and more) in increasingly complex challenges, students could submit their finding in the hopes of earning a scholarship. Those who performed best were phoned immediately with the news that they were in.
"Being a doctor is amazing, and this campaign is a great way to engage people on the first few steps of a tough road. To make it engaging and cool is fantastic," commented the worldwide chief creative officer of Crispin Porter + Bogusky, Rob Reilly.
The Green Room Verdict: This campaign did well winning some Lions for Y&R Melbourne, contributing to the enormous haul Australia earned this year (our over-the-ditch neighbours took a whopping 59 trophies in total). Acting as an entrance exam, this app does pose some questions – wouldn't it be easy to get a seasoned pro to do the test on your device for you? Even so, it really highlights the power of mobile technology in a very nice way.
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