A college in the city of Leuven (KHLeuven) wanted to attract visitors for its info day. To get as much press coverage as possible we came up with a small but impactful PR campaign. We brought in the oldest promo team in the world. They went out on the street flyering and talking to the target audience about the info day and the importance of a good education. The oldest promo team in the world immediately got picked up by the press, locally as well as nationwide. Numerous dailies featured articles and interviews with them. Even the largest newspaper of the country spontaneously dedicated a full page to the oldest promo team in the world. As a result the college attracted 5 times more visitors as targeted: over 1,000. Moreover, 110 new students enrolled at the info day. Altogether accounting for an ROI of 6303%.

Instead of professional promo people or actors, we opted for a team of senior volunteers. We sought and found 86 year-old twins in the city of Leuven, who wanted to lead the oldest promo team in the world. The team went out on the street flyering and talking to the target audience about the info day and the importance of a good education. They charmed and convinced everyone, even the most cynical couldn’t resist. Aside from the street campaign we ran posters, online bannering and e-mail featuring the members of the oldest promo team.

-More than 1,000 people visited the info day.-Cost per acquisition: €10,307 per visit.-110 people enrolled for an education at KHLeuven at the info day.-Cost per acquisition: €103,07 per enrollment.-ROI: 6303% (€6.000 revenue per enrollment)