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. Inside the Anime-style packaging there’s an action figure in kit form, complete with weapons. Plus a reply card to arrange an interview. The recipients of the pack were also directed to an online game (to view please visit: www.gear-up.com.sg).

Packs only launched 15/3/04. At time of writing (23/3/04), it was too early to get final results from the Navy. However as an indication, the response rate of registrations for viral game is 4%.