The brief was to find the best medical students in the country – students worthy of a Defence Force University Scholarship.
In order to find the best we created MEDICALLY DIAGNOSABLE ADVERTISING: that turned the advertising into the entrance exam.
MOBILE MEDIC was an integrated campaign that allowed students to use a range of techniques to identify and treat real medical conditions using their smart-phones.
Students graduated from patient to patient, in an effort to be rewarded with a Defence Scholarship. The fully augmented app immersed them in the role of medical officer, letting them use CT scanning, Angiogram, Stethoscope, ECG, and Ultrasound on real Defence Force scenarios.
After completing all patients, students entered their details and received their results. Those who performed the best were called and offered their Defence University Scholarship application.