2010 Winners & Shortlists

The Brief

Our client, Marie France Bodyline, a world renowned slimming centre wanted to raise awareness of its slimming programmes and drive traffic to its centre in Jumeirah, Dubai. The target audience was young, figure conscious, upper class women. The challenge was to reach out to these women at a time when they would be most receptive to our message and give them something to interact with while at the same time communicating Marie France's weight loss programme. All on a miniscule budget.

Creative Execution

100% interaction with the brand. Firstly, the women in this location had weight and appearance on their mind. Hence, we targeted them at a time and place when they were most open to receiving our communication. In places like the trial rooms in lingerie stores, women used the tapes to check for their undergarment sizes. In salad bars and salons, they were placed right next to the cash registers and were picked up promptly. Most importantly, we built on the strong association of weight loss and connected it to our client's proposition of losing inches at Marie France.

Describe the creative solution to the brief/objective.

We created 2,000 mini measuring tapes that ended at 36". A short message read 'Stop at 36". Call 04 - 3448760' , the Marie France number. These mini tapes were then given out for free at locations where women who cared about their looks frequented - like lingerie stores, hair salons and salad bars in affluent areas of the city. Salad bars targeted included outlets across the city, hair salons in the Jumeirah area and lingerie stores in the Mall of the Emirates. This was an interesting give away that created excitement, curiosity and interaction with the brand in an unconventional way.

Results

The activity struck an instant chord with the audience. In a matter of minutes, the locations we targeted were buzzing with excitement and flash groups formed in discussions over the mini-measuring tapes. Women automatically picked up these free giveaways and many even tried measuring themselves right there. The result? 2,000 mini-tapes picked up in less than a week's time and a 20% increase in calls and enquiries in one week of the activity.