We needed to help the Australian Secret Intelligence Service (ASIS) recruit young, diverse, and intelligent Australians to work as Intelligence Officers – a demanding role that requires extraordinary levels of emotional intelligence, charisma and courage. Our target audience was psychographic, not demographic. So we created The Most Interesting Job Interview – a series of interactive online digital challenges based on the psychological profile required for espionage: including empathy, facial recognition, perceptiveness, and lateral thinking. We created millions of dollars of earned media in one day, with hundreds of thousands of Australians taking part in the interview. We exceeded average time-on-site metrics and made this campaign the talk of the town worldwide, including in the US and Europe.
Classified comms, at scale