ASIO - Test Candidates

The Brief:
While the Australian Security Intelligence Organisation has no trouble attracting applicants, less than 3% actually go on to get the gig.
This recruitment campaign was unusual in that success wasn't measured by the number of click-throughs but the quality of the applicants themselves; we were after tech-savvy recruits with an eye for spotting something out of the ordinary.
The Tricky Bit: ASIO being ASIO meant we were limited to a standard government banner buy. We were going to have to milk HTML5 for all it was worth.

We found the most unconventional ways in which a user can interact with a display banner and made that the basis of our campaign – a series of lateral thinking tests.
1. 3-D Touch Mobile Banner

Using 3-D touch (or "force push) functionality, users had to press with abnormal pressure on the Apply Now button in order to progress to a secret application page. If the viewer tapped the call-to-action in the regular way, the messaging on the button would change with each tap to clue them in that there was more at play.

iPhone 3-D Touch functionality

Try it out here (mobile only)

2. Alt-Text Hidden Message

Lorem ipsum dolor sit amet.
3. Select-All

Desktop banner. Users had to either hit the 'select all' shortcut key or manually select the text area within the banner to reveal the application URL.
4. Inspect

'Inspecting' the banner revealed a hidden message in the source code.
5. Outdoor - Riddle URL

The concept of passing a test naturally rolled out to to outdoor in the form of riddles – the answer forming the missing piece of the application URL.