Ahhh so good to see Direct Marketing working!

January 2, 2010

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)

Naval Campaign Singapore

Cheers

Lucio Ribeiro

Post published on www.marketingeasy,net

Share and Show some Love:
  • email
  • PDF
  • Print
  • Digg
  • Sphinn
  • del.icio.us
  • Facebook
  • Mixx
  • Google Bookmarks
  • Yahoo! Buzz
  • FriendFeed
  • LinkedIn
  • StumbleUpon
  • SphereIt
  • Twitter
  • Technorati
  • HackerNews
  • Netvibes
  • Ping.fm
  • Posterous
  • Reddit

Related posts:

  1. Social Media Resistance – Breaking the Shell There are way too many articles about Social media benefits,...
  2. Social Media Execution a lesson from Black Eye Peas It seems that there are no limits for the...
  3. Things to do Before ad:tech Sydney 2010 Things to do Before ad:tech Sydney 2010 As my part...
  4. Who Else Wants a Higher ROI? In the online marketing world, a lot of time and...
  5. Marketing Magazine Special Edition Marketing Mag has released their 2010 Media Survival Guide. I...

Related posts brought to you by Yet Another Related Posts Plugin.

{ 3 comments… read them below or add one }

1 lucio_ribeiro (Lucio Dias Ribeiro) August 26, 2009 at 1:03 pm

Twitter Comment


RT @tweetmeme Viral Marketing Csampsign – Clique here to ser. | Marketingeasy Internet Marketing Explained [link to post]

Posted using Chat Catcher

2 Nick Stamoulis August 27, 2009 at 2:58 pm

That is probably one of the nicest direct mail pieces I have seen in a long time. The creativity behind that is pretty powerful.
.-= Nick Stamoulis´s last blog ..Can DMOZ Editor Abuse Affect SEO? =-.

3 TimOnTwtr (Tim Nicholas) September 2, 2009 at 3:55 am

Twitter Comment


Traditional direct marketing, done right, still works – Singapore Navy case study – [link to post]

Posted using Chat Catcher

Leave a Comment

Powered by WP Hashcash

Previous post: How I can get into any computer…and how can you avoid it.

Next post: Marketing Magazine Special Edition