Teamwork is essential in the Swedish Armed Forces. The campaign concept is ‘Do you have what it takes?’ and this time we focused on the ability to work together as a team and to solve problems under pressure. For each channel we created different tasks, testing abilities needed to become an officer in the Swedish Armed Forces.

We created a cryptic TVC-challenge as a first screening process. The viewers who could solve the task were directed to the website where you were randomly connected with three other participants. Your success in the test depended on the team effort. At the same time, we also send out a DM to 7500 in the target group. Here we created a test that required all 7500 to cooperate. A test where you solve the task alone, but depend on others. Just like working in the Swedish Armed Forces. Banners also supported the campaign; here you had to find a code in order to access the campaign site.

The recruitment targets once again exceeded expectations where more than 75 % of the applications were classified as attractive. The campaign site generated over 100 000 test sessions with 4 people in each during the two-week campaign period.