Mother New York's Candle Concept Aims to Attract College Applicants

By: Mishal Omar - Aug 17, 2016
References: adgradlife & adweek
New York City ad agency 'Mother New York' has created an unusual gift for its applicants -- a candle concept that aims to encourage college students to apply to the agency's intern or junior role postings.

The office used an extremely unique idea to attract students to the company by enlisting a group of chemists to help it create a scent that best fits with its core values. With 50 different scents mixed into 15 different combinations, the employees of the company had the final vote on which of the candles best represented the smell of the agency. Once it was decided upon, the winning candle gift was packaged in a box shaped like the office's building and sent out to six competitive college campuses.

Launching this unique project is a creative way to attract college students with an interest in working at Mother New York and can be adapted and customized by other brands seeking an experiential and memorable marketing tool.