Navy Sends Officer Uniform in Letter

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.

Newest 3
Newest 3 Comments

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...
Abusive comment hidden. (Show it anyway.)
Login to comment.

Email This Post to a Friend
"Navy Sends Officer Uniform in Letter"

Separate multiple emails with a comma. Limit 5.


Success! Your email has been sent!

close window

This website uses cookies.

This website uses cookies to improve user experience. By using this website you consent to all cookies in accordance with our Privacy Policy.

I agree
Learn More