A few days before Christmas we delivered «The Trojan Beer» to Norways leading agencies: A crate of specially designed beers camouflaged as a friendly Christmas gift. But after a day in the fridge, temperature sensitive ink made the label turn into a job ad.

12 of Norways leading agencies got personally delivered beer 19th of December.

We delivered 25 crates with 300 beer.

9th of January the story of our hidden job ads got out and we got PR that gave us even more attraction to our career site.

Visits to our career site increased with 900%

More than 50 qualified applications for the 4 available jobs.

4 contracts signed within a month.

We personally delivered 25 crates to Norways leading agencies a few days before Christmas.

Each crate was full with beer that ended up in our competitors fridge and later in the hand of the young talented people we wanted to recruit. Some of the "job ads" even ended up in the target audiences home/fridge.

We knew that Norways most talented developers, creatives and digital marketeers was not looking at a regular job ad. They are more than happy where they are.

But what we did know is that these people work late nights, and like to enjoy a beer while doing so.

So with this idea we got the job ad directly into the target audience hands.

The hidden message said "Good Morning needs talented people" with a link to our career site.

For a small agency of only 12 people it can be hard to attract the right talent. The best developers, creatives and digital marketeers is almost impossible too reach with job ads, as most of them are perfectly happy where they are.

So to get their attention, we needed to go below the radar.