Recruitment Scheme: "THE TEAM CHALLENGE - 7500" Direct marketing by DDB Stockholm

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SWEDISH ARMED FORCES
Product/Service: RECRUITMENT SCHEME
Agency: DDB STOCKHOLM
Date of First Appearance: Jan 7 2010 12:00AM
Entrant Company: DDB STOCKHOLM, SWEDEN
Entry URL: http://www.adqualifier.com/cannes2010/forsvaret/7500/
Art Director: Fredrik Lund, Fredrik Simonsson, Simon Mogren (DDB Stockholm)
Copywriter: Linus Östholm, Magnus Jakobsson, Patrick Dry (DDB Stockholm)
Executive Creative Director: Andreas Dahlqvist (DDB Stockholm)
Graphic Designer: Pärmartin Jonsson (DDB Stockholm)
Account Director: Thomas Brenemark (DDB Stockholm)
Account Manager: Eva Torkelson (DDB Stockholm)
Planner: David Sandström (DDB Stockholm)
Agency Producer: Stefan Falk (DDB Film)
Web Producer: Alex Picha (DDB Stockholm)
Print Manager: Anna Hellenberg (DDB Stockholm)
Director: Vesa Manninen (Hobby Film)
Producer: Calle Isberg (Hobby Film)
Web design and production: (Acne Production)
Media placement: Mailing - Direct Mail - 7 january, 2010

Describe the brief/objective of the direct campaign.
Make the best 18-25 yrs, men and women, consider the Swedish Armed Forces as an interesting employer and have them apply. This in spite of a 200-year lack of preference building, much due to the previous system of compulsory military service, which resulted in, among several things, an image as a no brainer playground for bullies. The campaign concept is ‘Do you have what it takes?’ and focused on the ability to work together as a team. It should be intelligent and challenging. The target audience were people who had done the draft test within the past four years.

Explain why the creative execution was relevant to the product or service.
The execution of the concept ’Do you have what it takes?’ is based on the insight that even though people stand by Swedish Armed Forces, they don’t think much of people in the organisation. To challenge intelligence and quality’s as working together in a team is both brand building and attract recruits. The execution of this DM does all this - with interactivity combining the strengths from postal mail and the web in a seamless approach.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We asked ourselves – Can we get the entire target group of 7500 individuals to cooperate? We created a test that required all 7500 to cooperate. A test where you solve the task alone, but depend on others. Just like working in the Swedish Armed Forces.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
2659 individuals cooperated and they spent an average of 6 minutes each on the site. That’s a total of 260 hours of interactivity. The numbers of applications increased and more than 75 % were classified as attractive applications.