E-mails won't stop rolling in just because you're out of the office.

The Out of Office Autoreply is a previously unexplored media channel with a super targeted audience. When art director Gustav Egerstedt went on paternity leave, Saatchi & Saatchi Stockholm sold his Out of Office Autoreply to production company B-Reel.

Those who e-mail Gustav are primarily people who work in advertising and students seeking jobs. This makes Gustav's Out of Office Autoreply a great niche advertising channel. The world's first Out of Office Ad helped B-Reel reach creatives within the Swedish and international ad industry.

The idea also spread rapidly on key advertising and communication websites and blogs as well as in social media, generating worldwide PR for both Saatchi & Saatchi Stockholm and B-Reel. Not bad for an out of office autoreply. We are now developing a beta service at, where anyone will be able to sell their out of office reply to the highest bidder, or donate a few lines to charity.