| Title | SIMULTANEOUS FORCES |
| Brand | SWEDISH ARMED FORCES |
| Product/Service | RECRUITMENT |
| Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
Credits
| Jerker Fagerström |
Ddb Stockholm |
Executive Creative Director |
| Magnus Jakobsson |
Ddb Stockholm |
Creative Director |
| Magnus Jakobsson |
Ddb Stockholm |
Copywriter |
| Fredrik Simonsson |
DDB Stockholm |
Creative Director |
| Fredrik Simonsson |
Ddb Stockholm |
Art Director |
| Jacob Sandström |
Ddb Stockholm |
Business Director |
| Sandra Kaludjercic Bergman
|
Ddb Stockholm |
Account Director |
| Elisabet Halming |
Ddb Stockholm |
Digital Producer |
| Jon Dranger |
Ddb Stockholm |
Head Of Digital |
| Tina Munck |
Ddb Stockholm |
Account Manager |
| Daniel Mencák |
Ddb Stockholm |
Art Director |
| Joakim Khoury |
Ddb Stockholm |
Art Director |
| Daniel Vaccino |
DDB Stockholm |
Copywriter |
| Martin Runfors |
DDB Stockholm |
Web Director |
| Fabbe Andersson |
Ddb Stockholm |
Technical Director |
| Cornelia Wangel |
DDB Stockholm |
Planner |
| Jojo Brännström |
DDB Stockholm |
Web Director |
The Brief
To be able to co-operate under pressure is a vital part of our reality. Many
times there is no time to think. Which is why you have to act quickly and
rationally, together with others. To challenge our target audience, we
created an app that put their co-operation skills to test. The mobile
experience brought together two strangers encouraged them to
co-operate in real time using their respective smartphones. Each quest
gave an indication about the everyday challenges of The Swedish Armed
Forces. If you passed all 5 tests you were re-directed to an application form for a
job within SAF.
Creative Execution
By putting to people together in a live demo of a real life situation we
gave people the opportunity to test their collaboration skills and
furthermore get a first introduction of what a position in The Swedish
Armed Forces is all about. The five tests sampled some of the most
common assignments for a recruit, as this mobile app literally let our
audience take matters in their own hand and prove their collaboration-skills directly, live and in real-time.
Describe the creative solution to the brief/objective.
Using Direct mail as an invitation, we drove to the app and encouraged
people to solve the quests by using their smartphone in various ways
always in a real-time-collaboration with another recipient and unknown
user.
Results
The app generated over 220 000 completed games and over 2700
applications. That´s what we call good co-operation.