Ads and posters were placed in student magazines and around the Swiss universities. The phone numbers were put as a formula and could only be found out by students from that field. Those with no knowledge or lazy students had no chance. The company name was not mentioned.

After the promotion, significantly fewer graduates responded to the ads but those who did were highly suitable. In this way, McKinsey & Company was able to save a lot of time whilst graduates did not experience the frustration of being rejected.