2010 Winners & Shortlists

THE TAPE THAT WENT PLACES

Short List
BrandMARIE FRANCE BODYLINE
Product/ServiceSLIMMING CENTRE
EntrantWUNDERMAN Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Ambient Media: Small Scale
Entrant Company:WUNDERMAN Dubai, UNITED ARAB EMIRATES
Advertising Agency:WUNDERMAN Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

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 tapes and many tried measuring themselves. Some indulged in a 'before', 'after' measurement comparison at salad bars. This mini tape taken to women who cared about their looks at a location and at a time when they were thinking about it caused major hype and interest around the Marie France offering. 20% increase in calls and enquiries in one week of the mini-tape activity.

Creative Execution

We thought small. 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 distributed at locations where women who cared about their looks frequented - like lingerie stores, hair salons and salad bars. 100% interaction with the measuring tapes at the lingerie stores. We targeted the women at a time when they are actively measuring themselves. By placing the tapes in trial rooms, women instantly used them to measure themselves for their undergarment sizes. Salad bars cater to people who are health and weight conscious. Putting a measuring tape at the cash register at this location caused instant curiosity. We also placed these tapes at beauty salons in the Jumeirah area. Here too, the instant connection between looks, a good figure and the brand promise of “inch loss” came across clearly.

Insights, Strategy and the Idea

Our client, Marie France Bodyline, a world renowned slimming centre wanted to raise awareness of its weight loss slimming programmes and drive traffic to its centre in Jumeirah, Dubai. The target audience was young, figure conscious, upper class women. In addition to the mainstream press ads, the brief was to create an activity that would promote their slimming programmes during a lean time. At a very low cost. The strategy was to reach out to these women at a time and location where they would be most receptive to our message. The main insight that drove this activity was that every woman, no matter how fat, skinny or ideal was always striving for the perfect body. The other insight was that women are naturally curious. It is second nature for them to check their waistline if there's a measuring tape lying around.

Credits

Name Company Role
Pooja Chandani Wunderman Dubai Associate Creative Director
Siddharthanni Lobo Wunderman Dubai Copywriter
Aida Soubra Wunderman Dubai Senior Designer
Marianne Al Bustany Wunderman Dubai Senior Account Manager
Vivek Chonkar Wunderman Dubai Production Manager
K.a. Tissa Wunderman Dubai Cut/Paste Artist