Working as a submariner in the Australian Navy is one of the most secretive jobs in the Defence Force, which makes it difficult to recruit for the role. We can’t even take a camera on board to show what it’s like. It’s also a big decision for young Australians – applying to become a submariner isn’t just about a career, it’s about a complete lifestyle that is unlike any other civilian job. So, our challenge was to start and hold a conversation with potential recruits and give them all the information they needed about the role, without giving away any classified information.

Working as a submariner in the Australian Navy is one of the most secretive jobs in the Defence Force, which makes it difficult to recruit for the role. We can’t even take a camera on board to show what it’s like. So, we took a microphone instead. Exercise Artemis is an immersive 360-degree binaural audio experience designed to transport listeners inside a submarine. For the first time ever, potential recruits could tour a submarine, meet the people they’ll work with, learn about the food that gets served and even take part in a simulated military war exercise, all through immersive sound design. The audio was streamed via a comprehensive web experience that disclosed even more information.

Submariners are in high demand – Australia needs to recruit high quality candidates and fast. But our submarines are highly classified and we can’t use video, photographs or interviews to advertise the role. However, we can use sound. So, we embraced the power of 360 audio to create an experience that would captivate and communicate, putting our audience on a submarine via technology, without being there. The strategic constraints became our creative opportunity.

Exercise Artemis went beyond the regular Left-Right stereo field to create a 360-degree audio adventure. Every element was placed in the audio space to replicate the experience of actually being in a submarine for real. Five chapters of audio gave listeners a tour of a highly classified submarine, providing unrivalled access to a military asset that has been off limits until now. The audio was streamed via a web platform that gave instant access to more information (unclassified, of course!) and links to apply for a job. Exercise Artemis was promoted on social media, targeting young Australians with an interest in science, technology, engineering and mathematics. Over 16,250 submarine audio experiences took place with an average engagement time of 18 minutes. With just a pair of headphones, we gave potential recruits a truly immersive brand activation that told them everything thing they needed to know about one of the Australian Navy’s most secretive jobs, without showing them a thing.

Over 16,250 submarine audio experiences took place with an average engagement time of 18 minutes. With just a pair of headphones, we gave potential recruits a truly immersive brand activation that told them everything thing they needed to know about one of the Australian Navy’s most secretive jobs, without showing them a thing.