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In-Store Guerrilla Marketing: Pescariu Sports Romania

Pescariu Sports in Romania decided to give local residents "20 minutes of muscles" to help increase membership sign-ups for the new season. The sports center distributed customized haircut aprons to neighborhood hairdressers and barbers. Imprinted on each apron was an image of a muscle-ripped upper body, complete with rock hard abs and a sun-kissed tan. Locals who went in for haircuts enjoyed 20 minutes of having a muscular, gym-blessed body. As a result, 50% of customers signed up for Pascariu Sports membership within three months since the launch of the campaign. [via ibeliveinadvertising]

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