| Title | OPEN UP YOUR STRENGTH |
| Brand | FITNESS CLUB FOR MEN FORMANN |
| Product/Service | FITNESS CLUB FOR MEN FORMANN |
| Category |
B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) |
|
Entrant Company
|
TDI GROUP RUSSIA Moscow, RUSSIA
|
|
Advertising Agency
|
TDI GROUP RUSSIA Moscow, RUSSIA
|
Credits
| Sergey Filazapovich |
TDI Group Russia |
Creative Director |
| Miroslav Stroganov |
TDI Group Russia |
Copywriter |
| Pavel Mashkovich |
TDI Group Russia |
Designer |
Results and Effectiveness
Each third man who received an invitation took advantage of the offer and visited Formann gym for free.
The attendance of Forman gym increased by 30%.
The client decided to repeat action for other fitness-club in other city.
Creative Execution
Before the beginning of the campaign we glued the covers to the jars with pickled cucumbers so that men won’t be able to open them.
For the sake of credibility the girls who asked for help were pregnant.
So, each man, after getting confused in front of the girl, received an invitation to visit Formann gym.
Insights, Strategy and the Idea
To attract new clients to fitness club Formann.
How can we make a man go to the gym? We just need to show that he is not strong enough to help a woman.