Although we’ve featured different campaigns by brands, agencies and businesses from across the globe, we rarely see innovative campaigns from the armed forces. That changes today with this smart real-world social recruitment drive from the Swedish armed forces.
The aim was to find 4,000 applicants for 1,500 new positions, while also getting people to talk about the great work the armed forces do in the online and offline worlds. The campaign revolved around helping others (which is what happens a lot in the army), and centered around a large box which was located in Stockholm city center. Different individuals were locked in the box for a minimum of an hour with absolutely no contact with the real world.
The box was turned into a cell and images from inside were streamed to social media sites, online banners and real-world billboards. The only way to escape was to be freed by somebody from the outside and people traveled from all over the country to save those locked inside. The campaign generated huge online conversation and the website attracted 100,000 visitors in less than four days. The major result was that they managed to fill all their jobs with twice the expected amount of applicants coming forward. A very smart campaign!
First spotted here