Navy
Our brief was to get teenagers interested in a career as a Naval Systems Specialist. We developed an integrated campaign comprising mobile gaming, the web, TV, press ads, bus shelter posters and good old direct mail.
Campaign Elements:
TV, Website, Downloadable phone game, Direct mail pack, Collectible figure, Bus shelter posters
TV
DM
The mail pack contains a comic starring the Transmariners (one of whom starred in the Direct Response TVC.
The comic also contains a collectible phone ornament and directions for downloading the Java game.
Sample spreads from the comic.
Sample spreads from the comic.
Interactive
To view site, please click on the image
Mobile
Our audience of mobile-mad teens could download this free Java game to their phones.
The game continues adventure from where comic book ends.
To view the demo, please click on the above image
RESULTS
Response rate to Direct Mail Pack: 2.58%
Breakdown of response per channel:
Reserving a Career interview via SMS proves to be the most effective esponse mechanism.
