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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
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