Well, literally. Twisted, the advertising agency in Israel, adopted a new advertising approach to attract women to The Clalit HMO before first pregnancy. But, instead of directly targeting women, they targeted men with a male pregnancy test!
Ready Daddy
They sent the kit to bloggers and handed it out to thousands of men who were asked one defining question: Are you ready for pregnancy? It also tried to direct men to ReadyDaddy website, which helped them on their way to fatherhood.
The ways of advertising!
Via: Direct daily
