Aspirant
- Brand
- Swedish Armed Forces
- Year
- 2009
- Objective
- Lead Gen & Recruiting
- Industry
- Other
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Dinahmoe
- With
- ACNE Production
- With
- DDB Stockholm
Objective
Sweden's armed forces needed candidates for its specialist-officer program — people with both the physical fitness and the practical intelligence the role demands. Rather than pitch the job through standard recruitment messaging, the campaign let candidates test themselves first, screening out the uncommitted while sharpening the interest of those who belonged.
Solution
The campaign sent visitors to aspirant.nu, live in Swedish and English, where instead of a jobs page they were dropped straight into a run of browser-based challenges built to gauge practical intelligence. Working through the tasks in sequence, a visitor would answer, solve, or manipulate whatever each screen put in front of them, with the site reading how they reasoned rather than simply whether they finished. At the end, they came away with a sense of whether they had what it takes to become a specialist officer, and could move straight on to information about the training program and how to apply. The specific screens and tasks haven't survived in any source available today, so this is the shape of the visit rather than a screen-by-screen account.
- 1
The player lands on aspirant.nu from a Försvarsmakten recruitment ad, in Swedish or via a separate English-language section, expecting a page about officer-candidate job openings; instead the site invites them to find out on the spot whether they have what it takes to become a specialist officer.
- 2
Rather than reading a list of job requirements, the player works through a series of interactive browser-based challenges that test their "practical intelligence," solving each task directly on screen as the core loop of the experience.
