Post by Q.LAB

A PIZZA AD waiting for you on your way to the gym became a story and stories are hard to forget. Yesterday, on my way to Warehouse Gym, I stopped in front of the elevator because something really funny made me laugh. On the first floor, right beside the lift going up to the gym, there was a roll-up banner from a pizza place downstairs. It said: “WORKING OUT IS GOOD BUT YOU KNOW WHAT IS BETTER…” … “THAT’S RIGHT” “CUTTR PIZZA” And for a second, I thought how evil this statement is 😄😀 but also brilliant because they weren’t advertising pizza. They were interrupting the reader’s thinking. I was waiting for the lift and was mentally preparing for exercising, calories, sets and reps. But someone very smart decided to shift my mind to a completely different conversation. I expected something relevant to the gym, healthy food or protein bars, but I ended up laughing out loud. What I found interesting is that I completely forgot about the pizza itself. I was simply laughing at the sarcasm behind it and probably that’s exactly why I can’t get it out of my head. Even if I never end up visiting that pizzeria, if someone mentions pizza tomorrow, CUTTR pizza will probably be the first name that comes to mind. Perhaps the smartest part of this campaign wasn’t selling pizza at all but creating a memory. When I looked for answers in psychology, I found that it’s called the Von Restorff Effect. People tend to remember things that stand out because they are unusual, unexpected or don’t belong. To the person behind this idea at CUTTR Pizza, I sincerely salute you 👏🏻👏🏻👏🏻👏🏻👏🏻👏🏻 You made me stop, read, take a picture and even write about it. This is memorable marketing. #qlab #marketing #Dubai #UAE