Swedish Armed Forces — interactive VR storytelling
An immersive VR recruitment experience for performance-oriented 18–25-year-olds, with focus on female applicants. Concept, 3D, 360 film and custom-branded VR headsets.
Some messages only land when you feel them rather than hear them. Shifting the perspective on something that is assumed rather than experienced sometimes means adding technology to bring the reality closer.
The Swedish Armed Forces wanted more young adults to apply. They also wanted to move away from being read as macho, and to show what the organisation actually looks like to a broader range of people.
Target group
The films were aimed at performance-oriented people between 18 and 25 with strong community involvement, with particular focus on female applicants.
Solution
We used VR to show a broader and renewed picture of the Swedish Armed Forces, built to engage the target group rather than instruct it. Concept, script, 3D modelling, 360 film, development and packaging were all produced in house.
To make it feel like an actual day in the Swedish defence, we customised helmets that became part of the experience itself. Branded headsets handed out at events let visitors take the experience home and show family and friends.
About the Swedish Armed Forces
The Swedish Armed Forces defend Sweden and the country's interests, our freedom, and the right to live the way we choose.
Project facts and figures
+814% registrations · +84% SACO Stockholm year-on-year