Idea: the Fit Sweet object is stylised as a chocolate to be distributed in restaurants located near the sport club.

Traditionally, a meal in Ukrainian restaurants ends with a check accompanied by a chef’s compliment – a chocolate. People who will eat an additional candy after full meal, people who believe in slimming chocolate are our target audience!

But this time, instead of a chocolate, the wrap contains a plastic card with an invitation for three free visits to the Fitness Academy sport club! Slogan: “You like sweets? Fitness Academy will help you burn extra calories.”

Thus, by surprising potential customers, we inform them that it is possible to eat, be healthy and slim by visiting the Fitness Academy sport club.

Moreover, each card has a barcode allowing its owner to register later as a sports club member, while the card itself stays valid as a regular club access card.

3,000 Fit Sweet “chocolates” were distributed during one month at nine restaurants in the vicinity of the sport-club. 643 people used the distributed cards for free visits, 511 of which were women. 327 persons later got registered as permanent club members, of which 179 bought a yearly pass. Thus, the number of the Fitness Academy’s permanent clients grew by 26%. Fit Sweet “chocolates” sales generated 118% return of investments.