Swedish Armed Forces (SwAF) Ambient, Digital, Design & Branding SWEDISH ARMED FORCES: DO YOU HAVE WHAT IT TAKES? by DDB Stockholm

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SWEDISH ARMED FORCES: DO YOU HAVE WHAT IT TAKES?

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Industry Public awareness
Media Ambient, Digital, Interactive & Mobile, Design & Branding
Market Sweden
Agency DDB Stockholm
Released June 2008

Awards

New York Festival 2009
Digital - Gold
Mixed Media - Bronze

Credits & Description

http://forsvar.fileflat.com/english/
Type Of Entry: Websites & Microsites
Title: DO YOU HAVE WHAT IT TAKES?
Advertiser/Client: SWEDISH ARMED FORCES
Product/Service: SWEDISH ARMED FORCES RECRUITMENT
Advertising Agency: DDB STOCKHOLM
Country: SWEDEN
Advertising/Web Design Agency: DDB STOCKHOLM
Country: SWEDEN
Credit Details:
Company
Staffan Slцrner
Swedish Armed Forces
Eva Regner
Swedish Armed Forces
Annika Ivner
Swedish Armed Forces
Thomas Brenemark
Account Director/Planner
DDB
Andreas Dahlqvist
Creative Director
DDB
Johan Ljungman
Web Account Director
DDB
Jenny Olsson
Web Producer
DDB
Klas Jonsson
Art Director
DDB
Simon Mogren
Art Director
DDB
Linus Цstholm
Copywriter
DDB
Acne Digital
Web Production
Acne Digital
Synopsis: The "Do you have what it takes?" campaign, for the Swedish Armed Forces, aimed at recruiting new officers focusing on solving difficulties under pressure by using the urge to master a challenge and compare results with friends. The site had over 360,000 visits and over 180,000 completed tests (Sweden has 9 million inhabitants). In all over 70,000 hrs interactivity resulting in positive changes in preference, likeability and buzz. The campaign travelled into hundreds of blogs and press. In one month there were more applications than the whole previous year.