Formann, a fitness club just for men, wanted to attract new customers by way of embarrassment. How did they do this? They hired Russian advertising agency TDI Group to prank several people at a local grocery store. How they did it was hilarious.
They hired an attractive lady to wear a baby bump and ask random strangers in a grocery store to try to open a jar of pickles. It’s no ordinary jar of pickles. The agency superglued the jar shut so that it could not be opened.
After much embarrassment, the lady would tell the person that he has been pranked and then offered a free trial coupon to try out the Formann fitness club. By running the promotion, the club saw a 13% increase in attendance.
Advertising Agency: TDI Group Russia
Creative Director: Sergey Filazapovich
Copywriter: Miroslav Stroganov
Project Managers: Alexey Efremov, Maria Gerlovskaya, Katerina Kuzmenkova