Trial membership coupons have been placed into public snack-automats. Thus, customers did not have to choose between sweets and a healthier alternative. They were simply able to get both by selecting the right numbers at the automat. The uncommon use of the automats draw the attention of the consumers to the unexpected offer.

During the promotion phase AXXEL city fitness won 46% more trial members than in an average month. About 15% of them became full members.