Swedish Armed Forces (SwAF) DM WELCOME TO OUR REALITY by DDB Stockholm

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Industry Recruiting, Government & Other Authorities
Media Direct marketing
Market Sweden
Agency DDB Stockholm
Executive Creative Director Andreas Dahlqvist
Art Director Fredrik Lund, Fredrik Simonsson
Copywriter Magnus Jakobsson, Linus Östholm
Released March 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Product/Service: RECRUITMENT
Date of First Appearance: Mar 14 2011
Executive Creative Director: Andreas Dahlqvist (DDB Stockholm)
Digital Director: Jeff Salomonsson (DDB Stockholm)
Art Director: Fredrik Lund (DDB Stockholm)
Art Director: Fredrik Simonsson (DDB Stockholm)
Copywriter: Magnus Jakobsson (DDB Stockholm)
Copywriter: Linus Östholm (DDB Stockholm)
Business Director: Ulrika Almquist (DDB Stockholm)
Account Director: Sandra Kaludjercic Bergman (DDB Stockholm)
Web producer: Katarina Mohlin (DDB Stockholm)
Web Director: Jojo Brännström (DDB Stockholm)
Web Director: Viktor Arve (DDB Stockholm)
Digital Design: Mathias Mattsson (DDB Stockholm)
Technical Director: Fabbe Andersson (DDB Stockholm)
Lead Programmer: Sebastian Ross (DDB Stockholm)
Flash Developer: Rickard Berggren (DDB Stockholm)
Flash developer: Joel Blanco Berg (DDB Stockholm)
Motion Graphic Designer: Eskil Lundberg (DDB Stockholm)
Production Company Smartphone Application: (Monterosa)
Media placement: Flat mailing - n/a - 7 March 2011
Media placement: Smartphone application - iPhone - iTunes Appstore - 14 March 2011
Media placement: Smartphone application - Android - Android Market - 14 March 2011
Media placement: Campaign website - n/a - 14 March 2011

Describe the brief/objective of the direct campaign.
The abandonment of conscription means the Swedish Armed Forces today needs to attract employees just like every other business. The campaign aimed to recruit soldiers and marines for the next Basic Military Training, from a target group of young men and women between 18 - 25 years, who previously have no military experience. However, they want to find the “right” people, as the fictional image of soldiers and marines is often deeply exaggerated and has nothing to do with reality whatsoever. So our strategy was to break down the preconceived image and identify prospective recruits by showcasing reality itself.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to highlight that being a soldier or marine is a real job, where people get a chance to make a difference. For real. The result was the creative concept “Welcome to our reality” - a no frills simulation where young men and women could actively experience the true nature of the Swedish Armed Forces. The campaign was launched with personal letters sent to 110,000 people in the target group. The letters promoted a Smartphone application through which they could interact and try the reality during an entire week through 35 different assignments that simulate the work.

Explain why the creative execution was relevant to the product or service.
The Swedish Armed Forces is required to function as a technically advanced organisation to attract young employees. This is nevertheless the truth, and for the campaign, creating an application was highly relevant with estimated owners of either iPhone or Android devices being 75% in Sweden. For those without a Smartphone we provided a text-based simulation via SMS. The application allowed people to live and breathe the reality of the actual work during an entire week, through assignments that were both technically and emotionally engaging. Through the app, we could firsthand communicate the actual work using mobile technology to full effect.

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 goal was to reach 20k downloaded applications, 90k visits to the site, and to ensure the quality of the applicants, around 4 applicants per available job. Following the campaign the results speak for themselves. More than 30k had downloaded the application, 300k had visited the site, and the Swedish Armed Forces could select between more than 12 people for each available job opening. Most importantly, all the applicants have now gained a clear idea of what to expect from a job as a soldier or marine due to a one-week simulation of the job.