Swedish Armed Forces "Have what it takes"

To attract 1 200 of the 57 000 previous conscripts, aged 20-26, to apply for officer’s training. The idea was based on the qualities needed to become an officer – creative problem solving under pressure. The idea was based on the qualities needed to become an officer – creative problem solving under pressure. Just because one task is done, doesn’t mean you get a pat on the shoulder. The next task is waiting around the corner, and it’s mostly a matter of seconds before a decision has to be made. The target was set high. A respons rate of 18% (10.000 phone calls) and 1.200 applications. But the campagne got amazing results. With a respons rate of 46% (30% unique ) and more than 26.000 phone calls, Swedish armed forces got over 2.000 applications. The campaign travelled into hundreds of blogs and press. And most important: In one month there were more applications than the whole previous year.

Agency: DDB Stockholm, Sweden.