Campaign Information Brief: Having worked with the Australian Defence Force for several years, Visual Jazz was asked to develop the latest online experience for the ADF. The brief asked us to provide an insight into what life is like for the offices and sailors who work onboard the Collins Class submarines utilized by the Royal Australian Navy.
Campaign Objective: The objective of the Ocean Recon site was to provide a realistic representation of the tasks carried out by Submariners, with an end aim to drive new Defence recruits.
Execution: Visual Jazz built the site around a series of missions, showing the lifestyle, analysis, reconnaissance and combat aspects of life under the sea.
We worked closely with Defence Recruiting and active Submariners to ensure everything depicted on the site was accurate.
We were able to re-use the 3D model to show the submarine in augmented reality, where users can spin the vessel 360 degrees showing one side as a hull and the other as a cut-away section full of crew in action.
A commentary track voiced by real Navy Submariners talks users through each mission, providing a conversational overview of the action on screen. Commentary also plays over the 30 cue points on the site that give an in-depth look to the hardware, operations and lifestyle aspects of submariner life.
Results: Initial results for the campaign have been extremely positive, with enquiries up by 600 per cent over the few months since the campaign went live. The site is evolving, with commentary features being added recently, so a complete evaluation will take place in 2010.