Vending Machines as a Recruitment Channel

Y&R, Singapore

The Singapore Navy wanted to attract young people who love a challenge. So Y&R created an exclusive isotonic drink - 'Sea of Fire' - that was only available from special vending machines. Money could not buy these drinks - they could only be accessed by completing a series of aptitude challenges. The challenges introduced young people to the excitement and variety of careers in the Navy, and allowed them to register from their mobiles. The campaign created high levels of engagement from exactly the right target audience - young people who don't give up. 
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