Lately, Digital Media has been receiving all the spotlight but it’s nice to revisit how old school creative marketing with a business strategy, clear objectives and defined target can produce a great cost/efficient, measurable response, with clear ROI.
This is the case of a Saatchi & Saatchi Singapore campaign for Singapore Navy Services.
Problem:
Singapore navy service was struggling to attract high-level, intellectual professionals with a combination of mental aptitude and strategic thinking. Even though they were receiving thousands of applicants, most had not the combination of skills necessary for the position.
Challenge:
To attract 5-10% of top graduating students who might never consider a career as a naval officer and one day would command a multi-million dollar, state of the art frigates.
The idea:
Working with a selected database list rather than a fancy app on facebook or a pushy broadcasting account on twitter, they decided to work in a direct, clear and selected database list which targets the top 5% of graduating students from universities.
The agency selected the best university minds in the country and sent them a direct mailer pack, which contained the actual Naval Officer’s uniform including medals and decorations. This awe-inspiring uniform is revered and respected the world-over.
The crisp, fancy white Naval uniform instantly appeals to the prospect, giving them a 5 minute opportunity to live the experience. The life-sized uniform could be held up, allowing for a real-life experience. As a last token a business reply card was placed in the pocket.
Mechanic:
6000 direct mailers sent.
Response:
5% response – 300 applicants – a much higher rate compared to previous numbers + the time saved recruiting and avoiding wrong applicants.
Champion!
(Click the image to enlarge)
Cheers
Lucio Ribeiro
Post published on www.marketingeasy,net
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Twitter Comment
RT @tweetmeme Viral Marketing Csampsign – Clique here to ser. | Marketingeasy Internet Marketing Explained [link to post]
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Posted by lucio_ribeiro (Lucio Dias Ribeiro) | August 26, 2009, 1:03 pmThat is probably one of the nicest direct mail pieces I have seen in a long time. The creativity behind that is pretty powerful.
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Posted by Nick Stamoulis | August 27, 2009, 2:58 pmTwitter Comment
Traditional direct marketing, done right, still works – Singapore Navy case study – [link to post]
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Posted by TimOnTwtr (Tim Nicholas) | September 2, 2009, 3:55 am