"How An Aussie Agency Created An Audio Ad You Can See" at Mumbrella's Audioland 2023

2. THIS IS THE FIRST AUDIO AD DESIGNED
NOT TO BE HEARD, BUT SEEN.

6. THE BRIEF
RECRUIT ELECTRONIC SPECTRUM SYSTEMS OPERATORS
INTO THE NAVY BY TARGETING THE 1% OF AUSTRALIANS
WHO HAVE THE APTITUDE FOR THE ROLE

7. OH, AND YOUR MEDIA BUDGET IS $0

8. WHAT ON EARTH DOES AN
ELECTRONIC SPECTRUM THINGAMAJIG DO?

9. “AS AN ELECTRONIC SPECTRUM SYSTEMS OPERATOR, YOU’LL SEE WHAT CAN’T BE
SEEN BY INTERCEPTING, IDENTIFYING AND ANALYSING ELECTRONIC SIGNALS
PASSING THROUGH THE AIR TO IDENTIFY ENEMY THREATS. YOU’LL WORK ON THE
‘INVISIBLE BATTLEFIELD’.”

11. A SPECTRO-WHAT?

15. To: Paul le Couteur
Subject: Is this possible?

20. THE SOUND ENGINEER CRAFTED AUDIO
NOT FOR YOUR EARS, BUT FOR YOUR EYES.

23. MOR S E C ODE
WH ALE SOUNDS
SONAR PINGS

27. RESULTS
80X MORE LINK CLICKS THAN OTHER NAVY SOCIAL POSTS
47% INCREASE IN JOB PAGE VIEWS (MARCH - APRIL 2022)
ALL FROM A SINGLE AUDIO FILE POSTED ON SOCIAL WITH NO MEDIA BUDGET

28. AUDIO IS MORE THAN JUST WHAT YOU LISTEN TO

29. THANK YOU