ASIO - Test Candidates Recruitment Campaign

decode and apply

ASIO were looking for a way to streamline their recruitment pool but still have broad appeal. They found that although they had many applicants for jobs, the quality of the candidate pool was low. With this in mind, we created an anti-recruitment campaign, which was only accessible to those who had an eye for something out of the ordinary.

This was achieved by creating a series of digital and OOH ads that contained a message that would only be revealed through the use of the video function on their phone. To uncover the message, users would need to open the video function on their phone and focus the camera on the Adshel. This would reveal the message within the pattern as the camera is more sensitive than the human eye. We also ran this creative across digital (although tweaked it) so that users would need to stop and let their eyes piece together the hidden message.

UNLOCK THE DETAILS

We also evolved this idea across audio entertainment. Australians have a fascination with True Crime podcasts, with ‘Unravel True Crime’ sitting consistently at #2 on the charts.

We targeted our audience by releasing de-classified ASIO cases. At the end of the podcast, listeners were invited to recall a key detail of the case with directions on completing the name of the clue to apply via a secret URL.