Recruitment: "RECRUITMENT 2009" Print Ad by DDB Stockholm

Category: Best Digitally Led Integrated Campaign
Advertiser: SWEDISH ARMED FORCES
Product/Service: RECRUITMENT
Agency: DDB STOCKHOLM
Date of First Appearance: Jun 5 2009 12:00AM
Entrant Company: DDB STOCKHOLM, SWEDEN
Entry URL: http://www.adqualifier.com/cannes2010/forsvaret/integratedonline/recruitment/
Marketing Director: Staffan Slörner (Swedish Armed Forces)
Recruitment Officer: Magnus Tegsved (Swedish Armed Forces)
Recruitment Officer: Carl-Johan Herolf (Swedish Armed Forces)
Creative Director: Andreas Dahlquist (DDB Stockholm)
Account Director: Thomas Brenemark (DDB Stockholm)
Art Director: Fredrik Lund (DDB Stockholm)
Art Director: Fredrik Simonsson (DDB Stockholm)
Art Director: Simon Mogren (DDB Stockholm)
Copywriter: Patrick Dry (DDB Stockholm)
Copywriter: Magnus Jakobsson (DDB Stockholm)
Copywriter: Linus Östholm (DDB Stockholm)
Account Manager: Tina Munck (DDB Stockholm)
Web Producer: Pontus Kindblad (DDB Stockholm)
Graphic Design: Pärmartin Jonsson (DDB Stockholm)

English Synopsis
The concept Do you have what it takes? challenges preconceptions and the ego of the target group. Simultaneously released, each campaign unit was a test in itself. The website was the hub. After completion, visitors were debriefed and the sometimes not obvious result revealed. Banners tested attention level, memory and impulse control. Direct mail, combining postal and web, was a simple personality test. This campaign generated over 200.000 unique visitors to the site, where 10 minutes in average was spent! The response rate on the DM was 72,6%! The buzz travelled and the applicants were better than ever.