Cannons is a chain of gyms, sports and health clubs. They recently tested the introduction of prenatal exercise classes. The big problem lay in targeting, as press advertising would be too expensive, and local mailing lists of pregnant women were simply not available.

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

“Push, Push, Push” are the three words all pregnant women are urged to do when giving birth.We knew we could show empathy and immediately communicate with pregnant women by attaching a “Push, Push, Push” doorplate (plus call to action) to doors in local places they visited.

However, we didn’t just scatter them everywhere. We targeted our “Push, Push, Push” doorplate on the doors of shops selling maternity and baby-related products, chemists, doctors’ surgeries, clinics - and also at Cannons Health Clubs.

We decided that the solution lay not in conventional media but in an ambient approach which spoke to pregnant women as they went about their daily lives.