Demner, Merlicek & Bergmann is Austria’s biggest ad agency. But Austria is a small country. Human resources are limited. So the agency had to attract talents from other countries. Which is difficult as the agency is hardly known there. However, the Swiss voting on closing the labor market to foreigners was a good opportunity to make a statement, show open-mindedness and become talk of the country. And thereby attract open-minded Swiss creative. With a simple job ad the read “Foreigners welcome.” This resulted in earned media that was 8 x the value of the ad, 37 applications, 3 new employees.

- The campaign played on PR as a multiplicator of the ad: generating in earned media 8 x the value of the ad run. D,M&B and its ability to cause a fuzz became known not only in the Swiss creative community but also among opinion leaders. All of which would not have been possible without PR.

A job ad way run in a Swiss paper that titled “Foreigners welcome.” Addressing young Swiss who want to work outside of mono culture. As soon as it was aired, press releases and social media were used to fuel the discussion arising from the provocative ad. Press questions and job applications were answered in real time.

- The position of the agency was always upheld and the stand against mono cultures was defended. Every single e-mail (and there were literally dozens) was personally answered. Every interview request was fulfilled to keep the discussion going.

Earned media was 8 x times the cost of the ad. 37 applications were received, 3 new employees were hired.