Effies
Australia
How ADF Careers Drove Effectiveness and Efficiency for Defence Force Recruiting
Agency
VML Australia
Client
Defence Force Recruiting
Awards
Gold
Government
Summary
Facing a need for greater efficiency, ADF Careers created a single recruiting master brand with its Make Your Impact campaign. An extensive research phase revealed the need to focus on candidates' desire for purpose, rather than traditional recruitment methods. This new approach successfully transformed three separate Service brands into one cohesive platform. The result was a 40% uplift in applications at a 22% lower cost per acquisition, with the campaign achieving the highest monthly application numbers in over 20 years. NO CASE STUDY AVAILABLE.
Credits
| Jan Wilshire | Commodore, Director General Defence Force Recruiting | Defence Force Recruiting |
| Fiona Boughton | GM, Marketing | Defence Force Recruiting |
| Fiona van der Snoek | Wing Commander, Deputy Director Recruiting (Attraction) | Defence Force Recruiting |
| Zerlina Burns | National Marketing Manager | Defence Force Recruiting |
| Penny Calvert | Tri-Service Brand Lead | Defence Force Recruiting |
| Alison Tilling | Author / CSO | VML Australia |
| Rhys Thomas | Author / Group Account Director | VML Australia |
| Rachel Walker | Head of Strategy | VML Australia |
| Paul Nagy | CCO APAC | VML Australia |
| Sarah Bailey | Managing Director, Melbourne and Sydney | VML Australia |
| Vanessa Tout | Managing Partner, Melbourne | VML Australia |
| James Wills | Creative Director | VML Australia |
| Robyn Bergmann | CD | VML Australia |
| Jake Barrow | ECD | VML Australia |
| Divya Singh | Senior Art Director | VML Austalia |
| Maddiede Winter | Account Director | VML Australia |
| Andy McInerney | Senior Copywriter | VML Australia |
| Mel Herbert | Lead Producer | VML Australia |
| Lewis Brown | Head of Studio | VML Australia |