This online campaign shows what can happen to a young man with car trouble in case he has or has no technical skills.Making him qualified or not qualified to serve in the Royal Durch army.

First we opened a Twitter account for Stephan van der Wal, Recruitment Communications Consultant at the Royal Dutch Army.He asked all kinds of profound questions relating to the specific job positions using the ‘question’ hash tag. And then all we had to do was wait for responses.

If the answer given was incorrect, the person answering the question was NOT QUALIFIED for the job, but could sign up for the Royal Dutch Army career opportunities newsletter.If the answer given was correct, the person answering the question was QUALIFIED for the job and could click directly to the vacancy on jointhedutcharmy.nl.

After a few days of twittering we found 4 qualified candidates for the specific Dutch army jobs of welder, mechanic and electrician.

Conclusion: we applied a smart media strategy for the existing campaign in a relevant way, to find qualified candidates for the Dutch Army for free!