Defence Creates Augmented Reality Army Experience with Snapchat and VMLY&R
Defence Force Recruiting (DFR) and their creative agency VMLY&R have partnered with Snapchat to teach the hand signals used on the battlefield in the Australian Army, through an augmented reality (AR) experience.
The DFR Signal Lens leverages Snapchat’s sophisticated hand-tracking AR technology to monitor the hand motions of users and ensure a high level of accuracy to improve their signals through interactive practice.
To provide young people with a deeper awareness of how signals are used in action, the Lens features ‘training’ and ‘mission’ education levels, which requires Snapchatters to complete the signals in a timely manner the same way they would need to in training on the field, furthering their practical understanding of what a career in the Army entails.
The launch of the DFR Signal Lens exemplifies the organisation’s commitment to innovative technology as a driving force behind the engagement and education of potential recruits.
Haran Ramachandran, Head of Creative Strategy ANZ, Snap Inc. said: “Snapchat reaches 75% of 13 to 34 year olds in Australia, meaning that a considerable part of our community may be considering their career options. Using our advanced AR hand-tracking technology, we’re bringing part of the Army experience to life for Snapchatters, helping Defence Force Recruiting reach an important audience in an incredibly immersive way”.
Marc Unger, National Social Media Manager, DFR, said: “Our ongoing partnership with Snap Inc. offers us access to their engaged audience of Gen Z and Millennial Australians, among which there are potential recruits for future roles within the Army. Reaching this demographic requires a creative and engaging approach, which is why we’re turning to AR, to help young Aussies visualise themselves in the Army. With Snap’s innovative AR technology, we have been able to recreate part of the daily experience of an Army recruit to encourage young people to consider whether they could see themselves follow this career path”.
