Collectible action figures are all the rage among Singaporean teenagers. So the idea was to make the Navy seem cool by launching two limited-edition collectibles, exclusive to the Navy. We used a 3-pronged approach involving posters, DM packs and an online game. The recipients of the pack were also directed to an online game (to view please visit: www.gear-up.com.sg)

13,600 packs were mailed to the students. The current response rate is 1.82% . This is an above-average rate for armed forces’ recruitment campaigns, given that respondents are commiting themselves to a minimum of 10 years’ service.