Cannons is a chain of Gym, Sports and Health Clubs. They recently tested the introduction of antenatal exercise classes for pregnant women.The big problem lay in targeting. Local mailing lists of pregnant women were simply not available.However, we decided that the solution lay not in direct mail but in an ambient approach which spoke to pregnant women as they went about their daily lives.

"Push, Push, Push" are the words all pregnant women are urged with when giving birth.We knew we could attract pregnant women by attaching a "Push, Push, Push" doorplate in local places they visited.But we didn't just scatter them anywhere. We targeted the doors of shops selling maternity and baby products, chemists, doctors' surgeries, antenatal clinics - and also at the Cannons Health Club itself.

In three months, classes have increased by 66%. Of the new people who have been attracted, more than 50% have taken out Full Club Membership.