The hub of the campaign was the net. During the 4-week campaign period, all the units pointed to the site where visitors faced a large number of thrilling and addictive tests. On the site, people were ranked and compared with others, and found out if they had what it takes to become an officer. Thereafter, an online application to the Academy could be filled in. A DM was sent out to a select target audience, men and women aged 19–30 without prior military experience. A seemingly ordinary letter which contained a series of practical and technical assignments with a direct digital link to the campaign site. Online banners with built-in challenges were used to try and dissuade visitors – “You’re probably not what we’re looking for.” Advertising in online games added to the experience. Print, TVC’s and outdoor on buses/metro stated situation-based challenges and directed recipients to the site.

Primarily, the target was to generate 900 applications. 10% of the applicants should be women (to be compared with less than 5% women currently engaged in military service). The target was set high, but the campaign exceeded expectations. More than 180,000 campaign site visits during the 4-week campaign period, and still growing after six months. An incredible 38% response rate in DM i.e. 9,110 activated memory sticks.

All in all, the campaign generated approximately 1,150 qualified applications, where 20% were women. An almost doubled response rate with 30% more applications than expected and twice as many women applicants as initially targeted. In blogs and other media, the positive impact on brand and an increased awareness of the Swedish Armed Forces as a potential employer was significant. For instance, young women openly admitting that they now have a more positive attitude towards the Swedish Armed Forces.