Swedish Armed Forces (SwAF) DM TEST SOLDIER/SAILOR by DDB Stockholm

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Industry Recruiting, Government & Other Authorities
Media Direct marketing
Market Sweden
Agency DDB Stockholm
Art Director Fredrik Lund, Fredrik Simonsson, Simon Mogren
Copywriter Magnus Jakobsson, Linus Östholm, Patrik Dry
Print Production Manager Anna Hellenberg
Released August 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Product/Service: RECRUITMENT
Date of First Appearance: Aug 23 2010
Entry URL: http://www.adqualifier.com/competitions/2011/_eng/test_soldatsjoman/index.html
Art Director: Fredrik Lund (DDB Stockholm)
Art Director: Simon Mogren (DDB Stockholm)
Art Director: Fredrik Simonsson (DDB Stockholm)
Copywriter: Patrik Dry (DDB Stockholm)
Copywriter: Magnus Jakobsson (DDB Stockholm)
Copywriter: Linus Östholm (DDB Stockholm)
Account Director: Thomas Brenemark (DDB Stockholm)
Account Manager: Tina Munck (DDB Stockholm)
Account Manager: Johanna Törnblom (DDB Stockholm)
Web producer: Sandra Kaludjercic Bergman (DDB Stockholm)
Web producer: Linda Eriksson (DDB Stockholm)
Account Director / Customer Relations Manager: Henrik Hansson (DDB Stockholm)
Planner: David Sandström (DDB Stockholm)
Graphical Design: Patrik Oscarsson (DDB Stockholm)
Print Production Manager: Anna Hellenberg (DDB Stockholm)
Technical Director: Pontus Kindblad (DDB Stockholm)
Media placement: Direct Mail - Direct Mail - 23 August 2010
Media placement: Campaign Site - Web Site - 23 August 2010
Media placement: Banners - Aftonbladet Etc. - 23 August 2010

Describe the brief/objective of the direct campaign.
The mandatory Swedish military service is no more. For the first time Swedish Armed Forces needs to recruit soldiers and sailors in competition with every other employer. One of the biggest challenges is to make the best 18–25 yrs, men and women, consider the Swedish Armed Forces as an interesting, attractive employer and have them apply.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The dm was a large piece of paper that you had to fold in a particular way to make a code visible, a code that led to our campaign site for further testing. The campaign site was a digital web camera experience where you needed to use your entire body when solving the tests. Banners also led to the campaign site.

Explain why the creative execution was relevant to the product or service.
The Swedish Armed Forces demand a great deal of their employees. The campaign built on the concept ‘Do you have what it takes?’ and focused on the abilities such as physique, co-ordination, capacity for logic and multi-tasking. It should be intriguing, intelligent and challenging.

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.
Swedish Armed Forces received over 5000 applications. The goal for the campaign was 3600.