RECRUITMENT 2009 by DDB Stockholm for Swedish Armed Forces

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RECRUITMENT 2009

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Industry Recruiting, Political/Religious/Trade Organizations
Media Print, Magazine & Newspaper
Market Sweden
Agency DDB Stockholm
Creative Director Andreas Dahlquist
Art Director Fredrik Lund, Fredrik Simonsson, Simon Mogren
Copywriter Magnus Jakobsson, Linus Östholm, Patrick Dry
Released June 2009

Credits & Description

Category: Best Digitally Led Integrated Campaign
Advertiser: SWEDISH ARMED FORCES
Product/Service: RECRUITMENT
Agency: DDB STOCKHOLM
Date of First Appearance: Jun 5 2009 12:00AM
Entrant Company: DDB STOCKHOLM, SWEDEN
Entry URL: http://www.adqualifier.com/cannes2010/forsvaret/integratedonline/recruitment/
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)
Art Director: Simon Mogren (DDB Stockholm)
Copywriter: Patrick Dry (DDB Stockholm)
Copywriter: Magnus Jakobsson (DDB Stockholm)
Copywriter: Linus Östholm (DDB Stockholm)
Account Manager: Tina Munck (DDB Stockholm)
Web Producer: Pontus Kindblad (DDB Stockholm)
Graphic Design: Pärmartin Jonsson (DDB Stockholm)

English Synopsis
The concept Do you have what it takes? challenges preconceptions and the ego of the target group. Simultaneously released, each campaign unit was a test in itself. The website was the hub. After completion, visitors were debriefed and the sometimes not obvious result revealed. Banners tested attention level, memory and impulse control. Direct mail, combining postal and web, was a simple personality test. This campaign generated over 200.000 unique visitors to the site, where 10 minutes in average was spent! The response rate on the DM was 72,6%! The buzz travelled and the applicants were better than ever.