MyCareer.com.au "Payslip"

The objective was to drive traffic to the MyCareer Salary Centre, a salary resource containing data such as salary ranges and trends by industry and by region. It enables people to see what others are earning and determine if they're being paid what they're worth. They created an exact replica of an unopened payslip, right down to the flimsy stock and perforated edges. It was inserted into magazines - as though it were a mistake - and distributed accordingly. They knew that most people would open it because they couldn't help themselves.

Agency: DDB Group Melbourne, Australia.