LIKE ANY OTHER WORKWEEK. ALMOST.
| Title | LIKE ANY OTHER WORKWEEK. ALMOST. |
| Brand | SWEDISH ARMED FORCES |
| Product/Service | RECRUITMENT |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
Entrant Company
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DDB STOCKHOLM, SWEDEN
|
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Advertising Agency
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DDB STOCKHOLM, SWEDEN
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Media Agency
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PHD Stockholm, SWEDEN
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Production Company
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MONTEROSA Stockholm, SWEDEN
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Credits
| Tomas Granath |
Ddb Stockholm |
Art Director |
| Martin Lundgren |
Ddb Stockholm |
Copywriter |
| Lennart Claesson |
Ddb Stockholm |
Art Director |
| Fredrik Simonsson |
Ddb Stockholm |
Creative Director |
| Magnus Jakobsson |
Ddb Stockholm |
Creative Director |
| Cornelia Wangel |
Ddb Stockholm |
Planner |
| Sandra Kalujdercic Bergman |
Ddb Stockholm |
Account Director |
| Camilla Ryttare |
Ddb Stockholm |
Account Manager |
| Elisabeth Halming |
Ddb Stockholm |
Digital Account Manager |
| Jon Dranger |
Ddb Stockholm |
Digital Director |
The Brief
A service in the Swedish Armed Forces is like any other job. Almost.The work includes everything from ordinary working meetings, to solving complex tasks at 30 meters depth. To showcase the Swedish Armed Forces as an ordinary profession, which still is not quite like any other, we used an already existing tool that most people already associate with professional life: Their appointment calendar.
Campaign Success
An ordinary meeting invitation was sent to the target group which revealed that they now had the opportunity to accept an almost completely normal workweek in the SAF. Tasks and challenges soon began to appear in the form of meeting invitations. Day and night. Participants were required to accept within a certain time to perform the missions. The invitations also included additional questions in which participants needed to take quick decisions how they would behave in different situations.
Describe the success of the promotion with both client and consumer including some quantifiable results
Of 2122 sent messages 467 participated in the campaign. That’s a percentage of 22.
The actual recruiting results of the campaign are a subject of confidentiality.
Explain why the method of promotion was most relevant to the product or service
Why relevant to promo?
We used an already existing tool that most people already associate with professional life: Their appointment calendar or iCal and turned it in to a media channel. That way we could distribute our message right down in peoples pocket. Furthermore we turned something boring like the calendar into something that people could interact with and learn more from.