Republic Of Singapore Navy DM REFLECTIVE TUBE by Y&R Singapore

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Industry Recruiting, Government & Other Authorities
Media Direct marketing
Market Singapore
Agency Y&R Singapore
Associate Creative Director Toh Han Ming
Released August 2010

Credits & Description

Category: Flat Mailing
Product/Service: RECRUITMENT
Agency: Y&R
Date of First Appearance: Aug 1 2010
Entrant Company: Y&R, Singapore, SINGAPORE
Entry URL: NA
Chief Creative Officer: Marcus Rebeschini (Y&R)
Chief Creative Officer: James Procter (Y&R)
Creative Director / Copywriter: Mark Fong (Y&R)
Senior Art Director: Alvin Yeo (Y&R)
Senior Copywriter: Ang Kah Han (Y&R)
Associate Creative Director: Toh Han Ming (Y&R)
Production Manager: Kirby Ho (Y&R)
Account Director: Kea Sui Hong (Y&R)
Chief Client Officer: Anthony Khoo (Y&R)
Head, Navy Recruitment Centre: Major Wong Foo Chan (Republic of Singapore Navy)
Media placement: Direct Mail - Postal - August 2010

Describe the brief/objective of the direct campaign.
Invite technical students from the Polytechnic for a career talk about jobs in the Navy.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Despite the previous use of expensive premiums, the response rate from past direct mails was 0.5%. To break out of the mould, we sent a fold out poster with a distorted message and paper tools to decode the message.

Explain why the creative execution was relevant to the product or service.
Technically-minded prospects were intrigued to solve the message.

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.
This resulted in a 410% increase in the response rate compared to the Navy's last direct mail invite cost twice as much to produce.