Cannes Lions

NATIONAL DEFENCE RECRUITMENT

SAATCHI & SAATCHI SINGAPORE, Singapore / REPUBLIC OF SINGAPORE NAVY / 2005

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Overview

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OVERVIEW

Description

Based on one of the Navy's major technological breakthroughs, the stealth frigate, ready-to-assemble, 1:500 scale model of the actual frigate comes in a "camouflaged" model box showing a fishing trawler. This demonstrates the fact that the stealth frigate, when detected on enemy radar, will appear as a harmless fishing boat. It’s the type of technology these graduating students can get their hands on when they join the Navy.

Outcome

10,000 packs were mailed to the graduating Poly and ITE students, in May, 2004. The current response rate is at 2.2 per cent (considered high as recruits have to commit themselves to a 10-year contract).

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