For the launch of World Class new flagship gym in Stockholm we put non-branded caricature artists in strategic places making free portraits of weekend strollers. Instead of receiving a caricature you got a personal ad with an exclusive opening offer and yourself drawn as a buff body builder.
World Class gave you the ad that you save, show your friends and put up on your wall.
THE VAIN DM
As part of the campaign we sent out personal ads to well known bloggers and C-level celebrities. With a limited budget our strategy was not only to gain a few well known faces, but to use the celebs as the media. We were aiming for the vanity of these people and their urge of getting noticed. Hoping for them to then show off they got noticed by publishing the ad in one way or another. It paid off, in short you could spot the ads on TV, in blogs and being discussed on radio.
