THE TAPE THAT WENT PLACES
| Brand | MARIE FRANCE BODYLINE |
| Product/Service | SLIMMING CENTRE |
| Entrant | WUNDERMAN Dubai, UNITED ARAB EMIRATES |
| Category | Best use of Ambient Advertising: Small Scale |
| Entrant Company: | WUNDERMAN Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | WUNDERMAN Dubai, UNITED ARAB EMIRATES |
Credits |
| Creative Director | Pooja Chandani |
| Copywriter | Siddharthanni Lobo |
| Account Manager | Marianne Al Boustany |
| Art Director | Aida Soubra |
| Other Credits | K.a Tissa - Cut/Paste Artist/Vivek Chonkar - Production Manager |
Execution
Our client, Marie France Bodyline, wanted to raise awareness of its slimming programmes. The target audience - young, figure conscious, upper class women were reached at a time and place where they were most receptive to our message.
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 given away at locations where women who cared about their looks frequented – like trial rooms of lingerie stores and at cash registers of salad bars and salons where they were instantly picked up.