Swedish Armed Forces (SwAF) Case study, Making of Swedish Armed Forces: WELCOME TO OUR REALITY by DDB Stockholm

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Swedish Armed Forces: WELCOME TO OUR REALITY

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Industry Recruiting, Public awareness
Media Case study, Making of
Market Sweden
Agency DDB Stockholm
Executive Creative Director Andreas Dahlqvist
Art Director Fredrik Lund, Fredrik Simonsson
Copywriter Magnus Jakobsson, Linus Östholm
Released June 2011


Cannes Lions 2011
Titanium and Integrated Lions - Silver

Credits & Description

Type of Entry: Titanium and Integrated
Product/Service: RECRUITMENT
Advertising Agency: DDB STOCKHOLM, SWEDEN

Art Director: Fredrik Lund (DDB Stockholm)
Art Director: Fredrik Simonsson (DDB Stockholm)
Copywriter: Magnus Jakobsson (DDB Stockholm)
Copywriter: Linus Östholm (DDB Stockholm)
Executive Creative Director: Andreas Dahlqvist (DDB Stockholm)
Business Director: Ulrika Almquist (DDB Stockholm)
Account Director: Sandra Kaludjercic Bergman (DDB Stockholm)
Account Manager: Tina Munck (DDB Stockholm)
Web producer: Katarina Mohlin (DDB Stockholm)
Producer Film: Mattias Coldén (DDB Stockholm)
Planner: Adam Sandahl (DDB Stockholm)
Planner: Cornelia Wangel (DDB Stockholm)
Digital Director: Jeff Salomonsson (DDB Stockholm)
Web Director: Viktor Arve (DDB Stockholm)
Web Director: Jojo Brännström (DDB Stockholm)
Digital Design: Mathias Mattsson (DDB Stockholm)
Graphical Design: Patrik Pagreus (DDB Stockholm)
Production Company Smartphone Applikation: (Monterosa)
Production Company Film: (It´s Showtime)
Production Company Radio: (Flickorna Larsson)

Describe the campaign/entry:
This recruitment campaign wanted to show how the exaggerated fictional world of war hasn´t got anything to do with the reality of war. A job as a solider or a marine is a job far from action movies and cool oneliners.
Also, the campaign invites you to actually try the reality of being a solider or a marine in a variety of different media.
Give some idea of how successful this campaign/entry was with both client and consumer:
The goal was to recruit 1050 people, reach 20k downloaded applications, have 90k visits to the site, and to receive 4200 applications (around 4 applicants per available position to ensure the quality of the applicants). The results speak for themselves: More than 24k (122% performance) downloaded the application, 324k (360%) visited the site and with 12262 applicants, the Swedish Armed Forces could select between nearly 12 people for each available job opening (292%). The campaign was widely praised and warmly discussed in blogs, social media, national public service TV and radio, and also on the Swedish Armed Forces' own domains. Furthermore, all applicants and a large share of the target group have now gained a clear idea of what to expect from a job as a soldier or marine.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The fictional world of soldiers and marines is almost always deeply exaggerated. Often, it’s got nothing to do with reality whatsoever. Together with the client we wanted to highlight the fact that this is a job far from the cool world of action movies and smart one-liners. We communicated this through tv-ads contrasting the fictional world of armed forces with actual reality.
The tv-ads promoted a site on which a Smartphone application could be downloaded in which you were invited to try the actual reality of being a soldier or marine.
The app sent out several assignments every day. In order to complete them, you were required to use functionalities found in your smartphone. All assignments simulated life as a soldier or a marine.
The reality of being a soldier or marine was also communicated in a variety of other media. A site, banners, outdoor, print, direct and radio.