Navy Sends Officer Uniform in Letter

Posted by Queuebot in Advertising on August 13, 2009 at 4:20 pm


Saatchi & Saatchi Singapore has come up with a clever new marketing campaign in a search for new recruits for the Singapore Navy. They sent over 6,000 letters containing a fold out uniform to help the students better imagine themselves as Navy officers.

The mock uniforms are to help the students better imagine themselves dressed for success. 6,000 direct mailers were mailed to graduating ‘A’ level students in December 2008. 4.7% of them responded, considered a higher than average response rate compared to previous direct mailers sent out.

“We sent out direct mailer packs, which opened out to be the ultimate uniform – a crisp, white Naval Officer’s jacket, complete with medals and decorations. A business reply card was placed in the breast pocket.”

Link – via campaignbrief

From the Upcoming ueue, submitted by coconutnut.


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COMMENT

3 comments to "Navy Sends Officer Uniform in Letter"

  1. sc0tty
    August 13th, 2009 at 5:36 pm

    I once received a uniform in the mail except it was from the golden arches corporation and wreeked of grease.

  2. seefish3
    August 14th, 2009 at 4:10 am

    I can remember when military advertising was laughed at as a poor cousin to the locally-filmed used car ads. Now our tax dollars are spent on gorgeous CG warriors with Marines' dress swords fighting Balrogs.

    I suppose a mailer is at least cheaper...

  3. Gail Pink
    August 14th, 2009 at 8:39 am

    Sounds like a very clever and - more importantly - effective campaign!


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