How can you motivate men going to the gym? Formann, a Russian fitness club just for men, attracted new customers after subsequently made them feel embarrassed about their strength in a marketing stunt.
The stunt is the creation of Russian advertising agency TDI Group who chose to put these men to shame in a very hilarious way (for an outsider, of course).
They hired an attractive lady to wear a baby bump so that she looks pregnant and put her doing shopping in a local grocery store. It is well known that pregnant ladies may experience sudden cravings at any time. So, when the lady asked some men to help her open a jar of pickles because she felt the need of something salty, they gladly accepted. What they didn’t know is that the jar lid was superglued so that it could not be opened. After letting them experience few moments of vain attempts (and embarrassment), the lady would reveal the truth accompanied by a free trial coupon to try out the Formann fitness club.
By running the promotion, Formann saw a 13% increase in attendance so it decided to repeat the prank for other fitness clubs in other cities.
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