A DM that put the Navy’s next generation of tech and system specialists – and an agency’s resourcefulness – to the test.

Each year, the Navy embarks on a rigorous process of recruiting graduating students to join the force as Naval Experts – tech and system specialists whose role rely heavily on strategic thinking and problem-solving skills – all through a direct mailer with a highly-limited budget per piece.

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Case Video

Sure, it’s made of paper…

Instead of the standard card stock filled with nice pictures and standard headlines, we turned the mailer into a cryptic puzzle piece that demanded attention and interaction.

…but it sure as hell didn’t work like one.

The challenges allowed prospects to self-distinguish their abilities and appetite and rewarded those who successfully solved every cipher with not just a prize, but an accelerated call-up.

Let’s put it in black and white.

Boy, did it pay off.