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

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Industry Recruiting, Political/Religious/Trade Organizations
Media Promo & PR
Market Sweden
Agency DDB Stockholm
Art Director Fredrik Lund, Fredrik Simonsson, Simon Mogren
Copywriter Magnus Jakobsson, Linus Östholm, Patrick Dry
Print Production Manager Anna Hellenberg
Released June 2009

Credits & Description

Category: Event and Field Marketing
Product/Service: RECRUITMENT
Date of First Appearance: Jun 5 2009 12:00AM
Entry URL: http://www.adqualifier.com/cannes2010/forsvaret/testmachine/
Marketing Director: Staffan Slörner (Swedish Armed Forces)
Recruitment Officer: Magnus Tegsved (Swedish Armed Forces)
Recruitment Officer: Carl-Johan Herolf (Swedish Armed Forces)
Recruitment Officer: Ann-Charlotte Lyman (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: 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 company: (Teenage Engineering)
Media placement: The Machine - Event - 5 June, 2009
Media placement: Website - Webb - 5 June, 2009

Describe the objective of the promotion.
Make the best 18-25 yrs, men and women, consider the Swedish Armed Forces (SAF) as an 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 an image as a no brainer, playground for bullies. SAF need to build the brand and do tactical recruitment at the same time. Our concept ‘Do you have what it takes?’ challenges both the target groups’ preconceptions and their ego. To engage in further conversations with the target group, we wanted to challenge them face-to-face.

Describe how the promotion developed from concept to implementation
We decided to build a test machine and take it on tour around Sweden. The machine consists of five screens, where everything from tests to current score and countdown are displayed. A large number of input devices enable you to interact and test abilities like logic, multitasking, spatial thinking, memory and impulse control. After the test session is completed, a receipt is printed out with the score and a unique code. Visitors can then register on a dedicated site in the recruitment portal and compare their results with others.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 4 000 test sessions have been conducted in 12 cities so far (aug 2009). Countless conversations with the target group have been initiated as they lined up waiting for their turn on the machine and afterwards. The Internet connection to the test machine site means that SAF now have several hundred new leads who registered on the site. And the campaign also got favourable exposure on Swedish National Television. The promotion turned out to be the most successful face-to-face campaign for the SAF to date.

Explain why the method of promotion was most relevant to the product or service
The campaign was built around the concept ‘Do you have what it takes?’ which focused on personality traits. Each campaign unit was a test in itself. The machine is the physical embodiment of the concept, combining the strengths of the promotion and the web in a seamless way, a challenge to drive brand building and tactical recruitment with a combination of tests that the military are known for and something new no one expected. With the test machine, we have built a promotional tool that can be used over a longer period of time.