Cannes Lions
SAATCHI & SAATCHI SINGAPORE, Singapore / REPUBLIC OF SINGAPORE NAVY / 2005
Overview
Entries
Credits
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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