McKinsey & Company is a top management consultancy firm, with clients in leading enterprises from all different fields. They offer university graduates from different faculties interesting first jobs after their studies. The task for this recruiting promotion was to attract information technology graduates and make a pre-selection for recruitment. Only the most ambitious young persons need apply.

Posters with tear-off phone numbers were hung on blackboards of universities. A little exam was integrated, whereby the phone numbers were written as a formula and could therefore only be deciphered by students from the right field. Those who lacked the right knowledge, or who were lazy, had no chance to apply for the positions with McKinsey & Company. The firm's name was not mentioned in the headline.

The posters with the integrated exam reached their goal. Not as many, but qualitatively better applicants were recieved after the promotion. Previously, a large volume of applications had followed every job advertisement, many of which were of no interest to McKinsey & Company. After the recruiting campaign, significantly fewer graduates applied, but those who did were more suitable. Thus, McKinsey & Company was able to save time, and fewer graduates suffered the frustration of rejection.