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."
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.