De TIJD published a brochure about pensions, explaining how to build up a sufficient pension for retirement. The challenge: make HR Managers buy this brochure to offer it to their employees.

2,800 brochures were sold, which implicates a 24% higher sales result for De TIJD than on a normal day.

- HR Managers always publish their job offers in the newspaper.- Every HRM who published such a job offer found, among hundreds of letters of real candidates, a letter from Cyriel van Steenbergen, aged 84.- In this letter, hand-written in old-fashioned language, Cyriel posted for the job.Message on the last page: “Save your employees from having to do like Cyriel. Prevent them from having to look for a job when they retire. Offer your employees our brochure now”.