To advertise the Salary Centre on MyCareer.com.au we had the diabolical idea to scatter genuine replicas of payslips in magazines, on trams, in cafes, parks, everywhere. And people couldn't resist opening them. We received double digit growth and some terrific complaints, plus a response we didn't expect. Dozens of honest Aussies returned unopened payslips explaining where they were found.
Agency: DDB Melbourne
Not only was this the best contact piece MyCareer had ever run, but hundreds of well-meaning Aussies also returned the payslips, along with handwritten letters of support.