2011 Winners & Shortlists

Brief Explanation

Real Pilates had a limited budget and wanted a door drop. But people received numerous door drops every day which usually ended up in the trash. We had to design our door drop to stand out, draw attention to our message and encourage the recipients to resume their fitness programs.

The Brief

Real Pilates was getting a lot of inquiries and registrations. But although residents around the area were signing up for Real Pilates classes, they were not continuing their fitness program. Real Pilates realized that this was an issue and wanted to target them and get them to return.

How the final design was conceived

Our solution was a gel-filled door drop with a belly imprint. The gel simulated a tummy flab while the skin-tone made it look realistic. The tapering from top to bottom replicated the bulge that comes with a flabby tummy. The design also ensured that the door drop would slip under but would get stuck right at the place the belly was.

Indication of how successful the outcome was in the market

After the drop, about 40% of the targeted people called in. Real Pilates saw a rise of 37% in their enrolment compared to the previous months. Many of the customers told us that they still keep the door drop as a reminder to stay physically active and lose their tummy flab.