Concept | Script | 3D modeling & 360 film | Development | Packaging

Using interactive storytelling to reach a new target audience

To get the message we sometimes need to feel it rather than to hear it. And changing the perspective of something that is presumed rather then experienced sometimes mean adding tech to highlight reality.

The overall objective of the Armed Forces was to get more young adults to apply. Also, for them to move away from being perceived as macho and instead show the reality of the armed forces and reach a broader diversity.

The focus target group for the films is performance-oriented people between the ages of 18 and 25 with great community involvement. And with an extra focus on female applicants. The solution was to show, through VR, a broader and “renewed” image of the Swedish Armed Forces, which engages and inspires the target group.

For this project we collaborated with
TFJ Productions & Minnesota

To really get the feeling of a day in the Swedish defense, we customized helmets that contributed to the experience.

Profiled giveaways headsets let the visitor bring the
experience home to show family and friends.

Result

“Results show that the number of registrations in the Swedish Defense Forces has increased by 814% and at the SACO fair in Stockholm the number of registrations increased by as much as 84% compared with the previous year. As to the stated goal of attracting more women the increase was significant.”