Cannes Lions

NATIONAL DEFENCE

SAATCHI & SAATCHI SINGAPORE, Singapore / REPUBLIC OF SINGAPORE NAVY / 2005

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OVERVIEW

Description

The Fortune Teller Fish is an interactive and fun tool for the young target audience to 'read' their own future. Placed on their palm, the heat-sensitive fish will 'magically' curl up in various ways and 'advise' the path for them to take in life. This is followed by a series of cards which show them the vocational and academic sponsorship options they have with the Republic of Singapore Navy, as well as a reply card to arrange a career presentation.

Outcome

13,500 packs were mailed to the students. Responses are still coming in. The current response rate is at 1.5 %. This is an above-average rate for armed forces' recruitment campaigns, given that respondents are commiting themselves to a minimum of 10 years' service.

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