The Brief

When it comes to a career in engineering, the Navy is not a top-of-mind choice. Most students tend to end up in jobs unrelated to their skills. We wanted to speak to these prospects in a language they’re familiar with, and help them discover a career that brings the best out of their skills.

Creative Execution

Engineering talent tend to be curious and like to building things. Providing them with a problem that required them to use their skills to solve was the most effective way of spotting the right talent.

Describe the creative solution to the brief/objective.

We created a mailer that contained a picture of the open sea and components of a UV torch. Recipients were challenged to assemble the torch and use it to see a Stealth frigate, invisible to the naked eye, and the venue for a career talk. We chose to use a Stealth frigate as our key visual, as it’s ship that’s undetectable by a radar.

Results

Out of 25,000 direct mailers sent out, the response rate was 4.8%, 200% more than the average.