Ad 2 Roanoke

What do you send new recruits to inspire them to join a branch of the armed forces? Why not a full sized paper cut out of their potential future decorated dress uniform? Thats what the Singapore Navy did.

“We sent out direct mailer packs, which opened out to be the ultimate uniform – a crisp, white Naval Officer’s jacket, complete with medals and decorations. An awe-inspiring uniform that is revered and respected. The life-sized uniform could be held up, immediately allowing the recipient to see how he would look in it. A business reply card was placed in the breast pocket.

What kills me is that even something as cool as this still only received 4.7% in responses out of the 6,000 students it was sent to, only slightly higher than an average direct mailer. I do like the touch of the business reply card in the breast pocket.

[Singapore Navy Ad Campaign via Neatorama]

Tags: die cut, direct mailer, Navy, uniform

This entry was posted on Saturday, August 15th, 2009 at 5:47 pm and is filed under Work. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.