ADVERTISING
THE WORLDS SMALLEST
RECRUITMENT AD
Client: ASML
Type: Onsite Activation & Awareness
Role: Ideation, Brand strategy, Creative Direction
Background
ASML is the most important tech company you’ve never hear off. It is an innovation leader in the semiconductor industry providing chipmakers with hardware, software and service to mass produce patterns on silicon through lithography.
Challenge
Recruiting outstanding technical talent is a must when you’re one of the world’s leading manufacturers of chip-making machines. But in this day and age, reaching that young bright minded audience is not just about being the biggest. It requires a smart and creative approach.
Solution
To attract electrical engineers, mechanical engineers, physicists, software developers and mathematicians, we created a recruitment ad so tiny, that it could not be seen with the naked eye.
We drove awareness of the activation at a career event at the RWTH University in Aachen (Germany) where students lined up to see the smallest ad in the world through a microscope and spot a secret hashtag: #smallest_ad.
CONTEST
We encouraged the students to share a photo of the event with said hashtag. The most creative participation was rewarded by ASML with a weekend VIP trip and tuition fees for a year.
Results
The worlds smallest ad reached over 1 Million people and 50% of the target audience. The campaign made it into hundreds of news sources and tech blogs which raised brand awareness by 40%
LET'S COLLABORATE