We created an interactive outdoor campaign within the Qualified/Not Qualified campaign of the RDA . The campaign consisted of posters with technical drawings (exploded views) and text-messages.Young people were challenged to show their technical aptitude to the RDA. We asked them to find a technical component within the drawings and to text the correct answer. If you gave the right answer, you received a text-message (sms) that you are qualified, a reference to the technical jobs at the RDA website and an invitation for an open house day. With a wrong answer, you were not qualified.

The interactive text-message campaign ran for two weeks, and in this period the Royal Dutch Army received 4.230 text-messages (sms) as a reaction to the posters. This way we generated thousands of unique mobile numbers from our target audience that we can use for future advertising activities