Rolling out the red carpet

Position: Executive Creative Director

Company: DDB Worldwide

Recruitment today is a very competitive activity. Come graduation season, a little frenzy breaks out among employers. Organisations perform courtship dances in a bid to secure bright, young talent that will in time, take their businesses to greater heights. For some, the challenge intensifies when the pool to recruit from is small.

The RSAF rises to meet a challenge like this every year. The idea was to persuade a group of students to take up SAF scholarships in the RSAF via an exclusive visit to RSAF bases. The exclusive event would provide them with information on the scholarships, and on a more experiential level, static and moving displays of RSAF equipment.

Receiving their results in early March 2006, the timely arrival of the DM provided the students with a range of scholarships and the offering of a carefully mapped-out career path.

These students were already enlisted in National Service and were then in Basic Military Training (BMT). The objective was for them to RSVP their attendance for the one-day event during their post BMT break (which was only about a week before they had to report to their new postings).

We saw the solution in a direct mailer. It is personal and sincere, and could reach the specific target audience without unnecessary spillage. It could also provide detailed information that is relevant to the target audience.

There were a few key challenges presented from the outset.

Apart from direct competitors such as the Army, Navy, Police and SCDF, the RSAF had to contend with public sector employers that were out to attract and employ from the same small pool.

Also, the invite had to equally represent all vocations without alluding to the over-glamourised pilot role. Plus, the target audience only had a week's post BMT break before having to return to their new postings after that. Getting them to commit to a full day affair was a challenge in itself for any employer.

This DM was developed to have high keepsake value so it would not be trashed. In doing so, it enhanced the experience of the DM and lengthened its shelf life, thereby becoming a talking point among the target cohort, and reminded them about the event which they had to RSVP for.  

The copy was crafted in the imposing tone and manner of offering a scholarship ‘Like Nothing on Earth', consistent with above the line corporate positioning.  A ‘Red Carpet' design was developed to accentuate the elite nature of the RSAF. A material blend of velvet and satin, coupled with silver stamping of key text and logo provided the visual and tactile interest. To avoid the glamour associated primarily with RSAF pilots, classy design elements and icons were chosen over aircraft images.

The resulting execution was innovative, impactful and relevant, to cut through the clutter.

Altogether, 774 pieces of the DM were sent out. The responses proved that the thinking behind the communication piece had worked -- a total of 209 NS men and parents confirmed their attendance.

At 28%, this attendance rate was not only an improvement from the previous year, but clear evidence that the invite was differentiated and effective.

OBJECTIVE 

To get a select group of BMT NS men to RSVP for a full day tour of RSAF bases, and to present the range of SAF scholarships in the RSAF for them to take up.

APPROACH

A direct mail campaign that provides attendees the opportunity to tour RSAF bases -- to see and feel live and static displays of high technology equipment. Execution-wise, the DM provided a foretaste, and communicated the RSAF's elite nature to the target audience via a visual and tactile experience.

RESULT

A total of 209 parents and NS men responded to confirm their attendance, out of 744 pieces sent out.