TEXT-MESSAGE by MAXIMUM, Publicis Amsterdam for Royal Dutch Army

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TEXT-MESSAGE

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Industry Government & Other Authorities
Media Direct marketing
Market Netherlands
Agency MAXIMUM
Agency Publicis Amsterdam
Creative Director Marcel Hartog, Jeroen Van Zwam
Art Director Boudewijn Pompe
Copywriter Lynsey Schouten
Released March 2009

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: ROYAL DUTCH ARMY
Product/Service: ARMY RECRUITMENT
Agency: PUBLICIS
Agency: MAXIMUM
Date of First Appearance: Mar 30 2009 12:00AM
Entrant Company: PUBLICIS, Amsterdam, THE NETHERLANDS
Entry URL: http://www.werkenbijdelandmacht.nl
Creative Director: Marcel Hartog (Publicis)
Creative Director: Jeroen van Zwam (Publicis)
Copywriter: Lynsey Schouten (Publicis)
Art Director: Boudewijn Pompe (Publicis)
Account Director: Michiel Dammen (Publicis)
Account Manager: Wendy Verhaegh (Publicis)
Head of Strategy: Gertjan Hafkamp (Publicis)
Media placement: Outdoor, Schoolboards,3 Posters - Hillenaar, City Dogs - 30-03-2009

Describe the brief/objective of the direct campaign.
The Royal Dutch Army wants to recruit young people (16-20 yrs) with technical interests and/or a technical education. How can we approach them in an innovative way? We created an interactive mobile campaign within the Qualified/Not Qualified campaign of the Royal Dutch Army. The campaign consisted of posters with technical drawings (exploded views) and text-messages.

Explain why the creative execution was relevant to the product or service.
The posters were placed strategically at Technical Schools and at railway stations surrounding these schools. In addition we used a challenging and visually distinctive way to generate interaction with the target audience. The Royal Dutch Army is well known in Holland for its 'Qualified/NotQualified' campaign for many years. The concept of this campaign is highly suitable for interactive translations, especially when this interaction consists of ways that appeal to young people.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Young people were challenged to show their technical aptitude to the Royal Dutch Army. We asked them to find a technical component within the drawings and to text (sms) the correct answer. If you gave the right anwer, you received a text-message (sms) that you are Qualified, a reference to the technical jobs at the Royal Dutch Army website and an invitation for an open house day. If your answer was wrong, you received the message that you were Not Qualified.

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.
The interactive mobile campaign ran for two weeks and in this period the Royal Dutch Army received 4.230 text-messages (sms) as a reaction to the posters. This way we generated thousands of unique mobile numbers from our target audience that we can use for future advertising activities.