Germany's unconventional conscription move in kebab packages: application with QR code

Germany has launched an unconventional advertising campaign to meet the army's personnel needs and attract more people to the Bundeswehr. By placing QR codes on the packaging used in kebab shops across the country, citizens are offered the opportunity to work in the health services of the German Armed Forces.

Under the campaign, people who receive kebab packages can access job opportunities in the Bundeswehr's health service units by scanning the QR code on the packaging with their phones.

Target Is Not Just Youth

The campaign run by the German Ministry of Defence did not limit its target audience to young people at the start of their careers.

The ministry spokesperson explained that the campaign aims to reach not only those considering a career change but also qualified workers.

The kebab packages, however, are the Ministry's "ambient"It is used as part of the advertising method described as ambient. This method aims to take advantage of areas that potential candidates may encounter during their daily lives.

Kebapçılar Volunteer to Join the Campaign

No payment is made to businesses participating in the campaign. While kebab shops volunteer to join the project, packaging bearing campaign messages and QR codes is delivered to the businesses free of charge.

Thus, the German Ministry of Defence uses a product frequently encountered in citizens' daily lives, stepping outside traditional advertising spaces, for personnel recruitment.

Extraordinary Military Campaigns in Europe

Germany's use of kebab packs became one of the latest examples of unusual campaigns aimed at recruiting military personnel in Europe.

The British army's advertising campaign carried out in 2019snowflaketargeted not only the youth labeled as sensitive, but also selfie addicts and young people who spend excessive time on their phones.

France has launched a nationwide comprehensive recruitment drive for military personnel in 2024. In the Netherlands, since 2023, it has been offering young people the opportunity to wear a uniform for a year in exchange for pay.

Germany Aims to Expand Its Army

The QR code campaign in kebab packages was launched during a period when the Berlin administration was trying to increase the Bundeswehr's personnel numbers.

At the end of July, the Bundeswehr had 186,705 active personnel. This figure shows that the German army has reached its highest personnel level in the past 13 years.

Germany plans to raise the number of active soldiers above 260,000 by 2035 to meet NATO's capacity targets.

In this context, the Berlin administration is attempting to attract a broader audience to the Bundeswehr through creative advertising methods that reach various aspects of everyday life, in addition to traditional military outreach activities.