Demner, Merlicek & Bergmann is Austria’s most successful ad agency. They won the Austrian Creativity Ranking every time since it was introduced 14 years ago. But in 2014 the Austrian Creativity Ranking was abolished. So the agency needed a new way of generating PR for the agency and proving its creative powers. By first physically producing and then selling all ranking points ever won on eBay. This story got picked up by the trade media immediately. And generated more PR than the last three ranking victories combined.

The campaign was based on a PR problem: the abolishment of the Creativity Ranking by the leading trade paper. So we chose a PR story to generate publicity for the agency and its positioning as the creative no. 1. Except social media there was no other discipline involved. The results were the PR generated – more than the last three rankings combined.

The points were produced, packaged and put on eBay. Via press releases and social media seeding the campaign became viral and was picked up even by media that never received a press release. And even spread across the borders.

The promotion generated more PR than the last 3 Creativity Rankings combined. Plus 1010 Euros for the points that donated to a homeless shelter. All with 0 media cost, and all in all 10 Euros for the eBay auction itself and the paper for the points.