Swedish Armed Forces (SwAF) DM RECRUITMENT 2009 by DDB Stockholm

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Industry Recruiting, Political/Religious/Trade Organizations
Media Direct marketing
Market Sweden
Agency DDB Stockholm
Creative Director Andreas Dahlquist
Art Director Fredrik Lund, Fredrik Simonsson
Copywriter Magnus Jakobsson, Linus Östholm, Patrick Dry
Print Production Manager Anna Hellenberg
Released June 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Jun 5 2009 12:00AM
Entry URL: http://www.adqualifier.com/cannes2010/forsvaret/recruitmentdirect/
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)
Web Director: Simon Mogren (DDB Stockholm)
Copywriter: Patrick Dry (DDB Stockholm)
Copywriter: Linus Östholm (DDB Stockholm)
Copywriter: Magnus Jakobsson (DDB Stockholm)
Account Manager: Tina Munck (DDB Stockholm)
Web Producer: Pontus Kindblad (DDB Stockholm)
Graphic Design: Pärmartin Jonsson (DDB Stockholm)
Print Production Manager: Anna Hellenberg (DDB Stockholm)
Production Webb: (North Kingdom)
Media placement: Mailing - Direct Mail - 5 June, 2009

Describe the brief/objective of the direct campaign.
Make the best 18-25 yrs, men and women, consider the Swedish Armed Forces (SAF) as an interesting, attractive employer and have them apply. This in spite of a 200-year lack of preference building, due to the previous system of compulsory military service, which has resulted in, among several things, an image as a no brainer playground for bullies. The campaign was based on the concept ‘Do you have what it takes?’ and focused on personality traits. It should be intriguing, intelligent and challenging.

Explain why the creative execution was relevant to the product or service.
The execution of the concept 'Do you have what it takes?’ is based on the insight that even though people stand by SAF, they don’t think much of people in the organisation. To challenge intelligence, practical skills and psychological strength is both brand building and attract recruits. The execution of this DM does all this - with interactivity. The DM is based on real psychology tests with feedback in an interactive way, combining the strengths from postal mail and the web in a seamless approach. A combination of tests the military are known for with something new no one expected.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We challenged the target group using a creative version of an implicit association test and OCEAN personality traits. We sent out a stack of 20 cards with different motives, all marked with a letter or number - telling the respondents to choose the four motives they preferred and type in the code they got on a special DM website. On the site, they received feedback about their personality and were encouraged to do more tests. We knew the target group would have a hard time resisting the challenge and were curious about their results.

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 response rate was an incredible 72,6%. 820 applications were received of which 73%(!) were classified as attractive. The DM generated about 1.000 hours of interactivity on the DM site and campaign test site among the 10.456 identified unique visitors from the DM. Every respondent spent an average of 3 minutes on the DM site alone. The success has created an internal spin of pride, and the creative form of the DM enhances the brand building so badly needed.