|Brand||REPUBLIC OF SINGAPORE NAVY|
|Product / Service||INVITATION TO CAREER TALK|
|Entrant||Y&R Singapore, SINGAPORE|
|Entrant Company:||Y&R Singapore, SINGAPORE|
|DM/Advertising Agency:||Y&R Singapore, SINGAPORE|
|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.