Swedish armed forces 'test soldier/sailor' direct mail campaign

The Swedish armed forces wanted to attract the brightest and best young citizens.

So its agency, DDB Stockholm AB, devised an integrated direct mail and online recruitment campaign which would appeal only to the most intellectually curious and motivated of youngsters.

Potential recruits were sent a a secret code hidden in a puzzle and details of a website where they could use the code to unlock a series of tests.

It's DDB Stockholm AB's second recruitment campaign for the Swedish armed forces which uses a puzzle sent by post.

That campaign proved to be a great success and this one did even better, with the number of applicants exceeding the original target by 55%.

To find out more and see images of the latest campaign, click below to download the case study.