STRATEGY: Obtaining the addresses of the 'rich and beautiful in Zurich' target-group would be too costly - it does however have a common factor; they almost all eat at least once a year at the 'Kronenhalle' the most famous restaurant in Zurich), and in doing so, they use its exclusive car park, the 'Bellevue-Garage'.CREATIVE SOLUTION: Special distorting mirrors (making you fat or thin) hung in the entrance/exit area of the car-park. Tape measures (doubling up as ‘take one’ vouchers for trial training sessions) are hung next to these, for the public to measure their waist. What is not immediately obvious - one real cm is in fact only 8mm on the tape measure; everybody appears to be too fat and thus needs to do something urgently about this.

1. The distorting mirrors are an attraction for the public.2. As a result, a large number of the tape measures hung next to the mirrors are taken very quickly.3. In the first period of advertising, 1,000 tape measures were taken within one month.4. 112 people (11.2%!) turned up for a trial training session; most of these matched arena’s client profile.5. A further effect: the press picked up on, and printed reports about the fun campaign.6. The campaign had to be called off early, as arena225 was in the meantime fully booked …