Getting people to engage with advertising is difficult. Getting people to engage for a long period of time can be harder. Indeed, getting people to engage with your advertising in a way that clearly puts forwards your brand as well is really tough.

I’d love to say I had a hand in making this online test to advertise the Swedish Army Officer program, but I didn’t… I did however, score rather well (just over 30)!

Check your own scores in the Swedish Army Officer’s test

Compare the brand experience that you get through this test with that of Mercedes’ C Class site which is more beautiful perhaps, and certainly delivers product points, but not in the same way. The Swedish Officer’s Test gives you the emotional benefit (it appeals to those who believe they are intelligent enough, but still like the odd verification!) and tells you about the brand (the Swedish Army). The C Class site is lovely, but the link to the experience of the brand is tenuous.

Here’s what Karina, our resident Swede, had to say about the Swedish Army:

This is funny – when all boys had to join the army no one wanted to. Now only the best get to join (at least for the good positions) and everyone wants to join. My brother and his friends were working out like mad before the testing…

Who said advertising doesn’t work?

Header image: xctmx on Flickr

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