WATER MARK by DDB Stockholm for Swedish Armed Forces (SwAF)

WATER MARK

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Industry Recruiting, Political/Religious/Trade Organizations
Media Direct marketing
Market Sweden
Agency DDB Stockholm
Executive Creative Director Andreas Dahlqvist
Art Director Fredrik Lund, Fredrik Simonsson, Simon Mogren
Copywriter Magnus Jakobsson, Linus Östholm, Patrick Dry
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SWEDISH ARMED FORCES
Product/Service: RECRUITMENT SCHEME
Agency: DDB STOCKHOLM
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: DDB STOCKHOLM, SWEDEN
Art Director: Fredrik Lund, Fredrik Simonsson, Simon Mogren (DDB Stockholm)
Copywriter: Linus Östholm, Magnus Jakobsson, Patrick Dry (DDB Stockholm)
Executive Creative Director: Andreas Dahlqvist (DDB Stockholm)
Graphic Designer: Pärmartin Jonsson (DDB Stockholm)
Account Director: Thomas Brenemark (DDB Stockholm)
Account Manager: Eva Torkelson (DDB Stockholm)
Planner: David Sandström (DDB Stockholm)
Print Manager: Anna Hellenberg (DDB Stockholm)
Web Producer: Alex Picha (DDB Stockholm)
Media placement: Mailing - Direct Mail - 12 january, 2010

Describe the brief/objective of the direct campaign.
Make the best 18-25 yrs consider the Swedish Armed Forces as an interesting employer and have them apply. This in spite of a 200-year lack of preference building, much due to the previous system of compulsory military service, which resulted in an image as a no brainer playground for bullies. The campaign concept is ‘Do you have what it takes?’. It should be intelligent and challenging. The target audience were people who had done the draft test within the nearest four year. This is the second DM in this campaign. It is a reminder of the last application date.

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 Swedish Armed Forces, they don’t think much of people in the organisation. To challenge intelligence is both brand building and attract recruits.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution is inspired by the abilities required to become an officer. To face problems and challenges is part of the job description. That’s why the DM unit is a challenge in itself. Here the target group received a letter with nothing written on it. When receiving a DM from the Swedish Armed Forces the target group almost accepts a test, therefore they understand there’s more to this DM unit than just an empty letter. They want to solve the problem and get’s rewarded when doing so.

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 numbers of applications increased and more than 75 % were classified as attractive applications.