Navy: "Trawler"
The brief: recruit technically-minded graduating students to become Naval Systems Specialists (NSS)
The idea: excite their interest by giving them a taste of one of the Navy’s key technological break-throughs: the stealth frigate.
Results: 2.2% response rate (considered high as recruits have to commit themselves to a 10-year contract)
A ready-to-assemble, 1:5000 scale model of the actual frigate comes in a “camouflaged” model box.
Enclosed letter explains more, and spells out the career opportunities.
Assembled model.