2011 Winners & Shortlists

The Brief

The UAE is a region where being physically fit is increasing in priority. And Pilates is one of the popular ways of achieving these goals. But although awareness and enthusiasm was high, motivation to continue was low. 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.

Creative Execution

Door drops placed under the door are normally pulled in from the inside. But the gel-filling made sure that it would get stuck under when they tried to pull it in right at the place the belly was – driving home the importance of losing flab. It also helped them realize what happened when they did not exercise. The most popular reason customers signed up with Real Pilates was to lose flab around their waists.

Describe the creative solution to the brief/objective.

Not exercising regularly and being physically inactive usually led to one thing – belly flab! So we decided to get their attention by focusing on this. We created a door drop with a difference. Instead of being flat like the ones people normally receive, our door drop was filled with gel and had a belly printed on it to replicate the bulge that comes with a flabby tummy. We put these under the front doors of homes within the area to physically and visually illustrate the importance of continuing their program at Real Pilates.

Results

After the drop, about 40% of the targeted people called in and resumed their program. Real Pilates saw a rise of 37% in their enrollment compared to the previous months. With a total spend of just AED 5,000, Real Pilates achieved almost AED 20,000 in returning customers and new signups – a 380% return on investment. But probably the most important fact was that most of the customers kept the door drop as a reminder to make Real Pilates part of their everyday physical fitness routine.