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]