Aiming to dramatise the core message -- 'Join the Navy and lead a life that has the makings of a great story' -- the books were sent out to approximately 4,000 final year students at Singapore's ITE and Polytechnic institutions. Three different books were sent out with the titles, Courage at 640 Knots, Uncharted Depths and Stealth Force, followed by the subtitle, 'A true story'.
The books were personalised by using each recipient's name as the author of their specific book. In addition, the recipient's name was printed on the spine, and the recipient's address was included as part of the copy on the back cover. Inside the book, meanwhile, a personalised letter provided details of the life on offer at the Navy.
The camaign looks to recruit systems specialists, a traditionally 'tough sell', according to Saatchis chief executive officer Simone Bartley.
"It's a difficult role to recruit for, because it's probably not the sexiest," said Bartley.
A 'lift-letter' in the form of a bookmark was also included as a call-to-action, providing details of a half-day naval base tour. Recipients could respond by SMS or post. Inside the book, the rest of the pages are blank, and can be used as a personal journal.