Title | HIDDEN FRIGATE |
Brand | REPUBLIC OF SINGAPORE NAVY |
Product / Service | NAVY RECRUITMENT CENTRE |
Category | A01. Mailings |
Entrant | Y&R SINGAPORE, SINGAPORE |
Entrant Company | Y&R SINGAPORE, SINGAPORE |
Advertising Agency | Y&R SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Farrokh Madon | Y&R Singapore | Chief Creative Officer |
Alex Lim | Y&R Singapore | Creative Director |
Shiyi Neo | Y&R Singapore | Art Director |
Shehan Karunatilaka | Y&R Singapore | Copywriter |
Hari Ramanathan | Y&R Singapore | Chief Strategy Officer/Asia |
Kea Sui Hong | Y&R Singapore | Senior Account Director |
Daryl Goh | Y&R Singapore | Senior Account Manager |
Kirby Ho | Y&R Singapore | Production Manager |
Eric Foo | Y&R Singapore | Retoucher |
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.
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.
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.
Out of 25,000 direct mailers sent out, the response rate was 4.8%, 200% more than the average.