Psych Wipe - Saatchi & Saatchi Wellington
New Zealand Army
Issue 12 | September 2009
Agency
Saatchi & Saatchi Wellington
Creative Team
Creative Director: Tim Hall, Associate Creative Director: Scott Henderson, Art Director: Samantha Brown
Production Team
The Craft House
Other Credits
Account Manager: Campbell Moore, Account Director: Dennis de Rues, Group Account Director: Nicola Harvey
Date
11 May 2009
Background
The NZ Army wanted to engage practising psychologists in the public or private sector to get them to consider a career as a specialist officer in the army. Professionals in their twenties with at least two years’ experience were targeted.
Idea
The idea emerged from the insight that the target audience likes to ask questions to evaluate a patient’s behaviour. But rather than show them the sort of questions they might one-day be asking, the idea was to show them the sort of answers they would get.
Intrigued by the answers, they could only establish what the question had been by clicking through to the webpage. Here they found the solution they were searching for and an array of resources such as videos, career planning tools and insights into Army life that would help them to make an informed choice about applying for the role.
Results
The emails were sent out to a database of over 250 psychologists.
The web page received 189 unique visits during the period.
And the NZ Army recruited 100% of its intake targets for its July officer selection.
Our Thoughts
Again, I like the approach of creating intrigue which in turn causes the recipient to feel they need to dive deeper into to find out the answers. The art direction adds to this. Unfortunately, based on the one image supplied, I too am wanting to find out more as it’s impossible to tell how good this really is.