| Title | REFLECTIVE TUBE |
| Brand | REPUBLIC OF SINGAPORE NAVY |
| Product / Service | INVITATION TO CAREER TALK |
| Category | A01. Mailings |
| Entrant | Y&R Singapore, SINGAPORE |
| Entrant Company: | Y&R Singapore, SINGAPORE |
| DM/Advertising Agency: | Y&R Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Marcus Rebeschini | Y&R Singapore | Executive Creative Officer |
| Mark Fong | Y&R Singapore | Creative Director |
| Toh Han Ming | Y&R Singapore | Creative Director |
| Alvin Yeo | Y&R Singapore | Senior Art Director |
| Ang Kah Han | Y&R Singapore | Senior Copywriter |
| Kirby Ho | Y&R Singapore | Production Manager |
| Kea Sui Hong | Y&R Singapore | Account Director |
| Anthony Khoo | Y&R Singapore | Chief Client Officer |
| Major Wong Foo Chan | Republic of Singapore Navy | Head, Navy Recruitment |
Invite technical students from the Polytechnic for a career talk about jobs in the Navy.
Technically-minded prospects were intrigued to solve the message.
Despite the previous use of expensive premiums, the response rate from past direct mails was 0.5%. To break out of the mould, we sent a fold out poster with a distorted message and paper tools to decode the message.
This resulted in a 410% increase in the response rate compared to the Navy's last direct mail invite cost twice as much to produce.