…And South African agency, Publicis Machine, used this (fact of life) to make its direct campaign for weight loss program, SureSlim, irresistible.
Ironically – and cleverly – Publicis Machine has used the ultimate dieters’ temptation to lure new sign-ups to personalised weight loss program, SureSlim. Chocolate.
Here’s how it worked:
The agency created flyers out of milk chocolate, wrapped them in plastic and gave them out at food, health and bridal expos. The flyer read, “If you’re serious about losing weight, bring this delicious chocolate bar to any SureSlim branch and receive 20% off our weight loss program.”
Of course, not everyone could resist temptation. So when people unwrapped the bar to eat it, they found a second message on the bar’s paper backing: “We see you’ve given in to temptation. Don’t worry, we’ll help you with that. Bring what’s left of this chocolate bar and we’ll give you 1% for every block [read: square] you haven’t eaten.”
