We tip our hat at truly unique and innovative mobile marketing campaigns from around the world.
Mobile Medic: Augmented Reality Campaign in Australia
The campaign has won a bucketful of awards in Australia and internationally, and rightly so, because it highlights all that’s cool and wonderful about augmented reality – while at the same time driving home the client’s message and providing real utility to users.
The Australian Defence Force was looking to encourage medical school students to enlist with the ADF upon graduation. The campaign messaging was supposed to stress that in the “real world” medical students would have to wait up to nine years before they could get their hands dirty and actually use their knowledge learnt in school – whereas in the ADF they could do so from Day 1.
The campaign consisted of an augmented reality app with which users could perform diagnoses on potential patients with a variety of different diagnostic tools available to them including CT scanning, Angiogram, Stethoscope, ECG, and Ultrasound on real Defence Force scenarios. To do so, users simply had to hold the app in front of outdoor ads that served as the trigger images for the campaign. The ads with the patient trigger images were placed at medical colleges across Australia and participating medical students were offered the possibility of Defence University Scholarships. Images and a video about the campaign are at the bottom of the post.
Why we love it
What’s not to love? Its an absolute great use of augmented reality in that it used mobile technologies to replicate a real world scenario very effectively. Students could scan the patient image to take a look at their vital signs and then use that information to perform a diagnosis on the patient. The app itself works really well, and the experience itself feels real and immersive. Total home run.