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招聘铅笔
案例简介：麦肯锡公司是一家顶级管理咨询公司，咨询来自不同领域的领先企业。他们为许多缺点的毕业生提供有趣的学业后的第一份工作。任务是与毕业生有效沟通，同时做出选择。当然，并不是所有的毕业生都适合在麦肯锡公司工作。只有最雄心勃勃的人才应该得到帮助。 哲学/解决方案 在瑞士大学做广告的可能性非常有限。因此，我们寻找一种不寻常的沟通方式，同时接触尽可能多的人。我们在生产铅笔时找到了解决方案，铅笔上附有很长的橡胶。铅笔上写着: “我们正在寻找对任何解决方案都不满意的学生。Www.McKinsey.ch." 在瑞士各地的大学制作和分发了 3000 支铅笔。 结果 这支铅笔在学生们中间成为了一种非常喜欢的产品。铅笔把麦肯锡公司的信息传送到无广告区，如图书馆、礼堂和小酒馆。结果是 www.Mckinsey.ch 上的浏览量比平时多了很多。最重要的是，申请麦肯锡公司的人的素质比以前更好。只有真正雄心勃勃的人才能提高选择过程的效率。
招聘铅笔
案例简介：McKinsey & Company is a top management consultancy firm, which consults leading enterprises from all different fields. They offer graduates from many faulties interesting first jobs after their studies. The task was to communicate efficiently with the graduates and at the same time make a selection. Naturally not all graduates are suitable for a job at McKinsey and Company. Only the most ambitious people should be reached. Philosophy/Solution There are very restricted possibilities of advertising at Swiss universities. Therefore we looked for an unusual way of communicating and at the same time reaching as many people as possible. We found the solution in producing a pencil with an overly long rubber attached to it. On the pencil the message inscribed was: "We're looking for students who aren't satisfied with just any solution. www.McKinsey.ch." 3000 pencils were produced and distributed at the universities throughout Switzerland. Results The pencil became a much fancied product amongst the students. The pencil made it to transport the message of Mckinsey & Company to advertising-free zones like libraries, the auditoriums and the cantines. The result was that there were a lot more pageviews on www.Mckinsey.ch than usual. The most important thing though was, that the quality of the people who applied to McKinsey & Company was better than it had been previously. Only the really ambitious ones applied which made the selection process more efficient.
Recruiting Pencil
案例简介：麦肯锡公司是一家顶级管理咨询公司，咨询来自不同领域的领先企业。他们为许多缺点的毕业生提供有趣的学业后的第一份工作。任务是与毕业生有效沟通，同时做出选择。当然，并不是所有的毕业生都适合在麦肯锡公司工作。只有最雄心勃勃的人才应该得到帮助。 哲学/解决方案 在瑞士大学做广告的可能性非常有限。因此，我们寻找一种不寻常的沟通方式，同时接触尽可能多的人。我们在生产铅笔时找到了解决方案，铅笔上附有很长的橡胶。铅笔上写着: “我们正在寻找对任何解决方案都不满意的学生。Www.McKinsey.ch." 在瑞士各地的大学制作和分发了 3000 支铅笔。 结果 这支铅笔在学生们中间成为了一种非常喜欢的产品。铅笔把麦肯锡公司的信息传送到无广告区，如图书馆、礼堂和小酒馆。结果是 www.Mckinsey.ch 上的浏览量比平时多了很多。最重要的是，申请麦肯锡公司的人的素质比以前更好。只有真正雄心勃勃的人才能提高选择过程的效率。
Recruiting Pencil
案例简介：McKinsey & Company is a top management consultancy firm, which consults leading enterprises from all different fields. They offer graduates from many faulties interesting first jobs after their studies. The task was to communicate efficiently with the graduates and at the same time make a selection. Naturally not all graduates are suitable for a job at McKinsey and Company. Only the most ambitious people should be reached. Philosophy/Solution There are very restricted possibilities of advertising at Swiss universities. Therefore we looked for an unusual way of communicating and at the same time reaching as many people as possible. We found the solution in producing a pencil with an overly long rubber attached to it. On the pencil the message inscribed was: "We're looking for students who aren't satisfied with just any solution. www.McKinsey.ch." 3000 pencils were produced and distributed at the universities throughout Switzerland. Results The pencil became a much fancied product amongst the students. The pencil made it to transport the message of Mckinsey & Company to advertising-free zones like libraries, the auditoriums and the cantines. The result was that there were a lot more pageviews on www.Mckinsey.ch than usual. The most important thing though was, that the quality of the people who applied to McKinsey & Company was better than it had been previously. Only the really ambitious ones applied which made the selection process more efficient.
招聘铅笔
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Recruiting Pencil
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