First, the print ad (not actually the print ad, but a description of a print ad Openco was offering to prospective clients) was published in a newspaper. Then, using social media and a digital seeding strategy, the non-ad was spread far and wide so that as many relevant organizations as possible would find out about the offer. At the time of writing, the agency was evaluating submissions.

One little print ad generated a huge amount of exposure for the agency - the whole world was exposed to the sort of thinking OpenCo stands for, and a number of prospective clients had contacted the agency with a view to running the print ad.