Promotional teams distributed special ice creams on a stick.The ice cream did not feature a regular stick but a stick shaped like an overweight individual. As the ice cream is consumed, the figure and accompanying text become gradually visible:“That was 297 calories. Burn them off at the arena225 fitness center: return stick and receive 1 trial session.”

Three promotional teams fanned out across Zurich. In one day they handed out 600 free ice creams along the lakeside, at the train station and in front of shopping centers.Two weeks after the sampling, the client reported 123 free training sessions based on returned ice cream sticks. 82 of these contacts translated successfully into new customers with extended plans totalling CHF 50,000.The result clearly exceeded objectives given Zurich’s fiercely competitive fitness market sector.