To attract staff to IKEA’s mega store in Sydney, a creative agency came up with idea of inserting career instructions placed inside the famous IKEA flat packs. Customers literally delivered the mailer to themselves. They could then also share it with friends and family.

Not only did it talk directly to those who love the brand, it created a whole new media channel – the flat packs themselves. Bytheway, it resulted in 4285 applications and 280 hires with $0 media spend!

Source: Ads Of The World