2012 Winners & Shortlists

Brief Explanation

Due to declining business, budget was a major stumbling block. In addition, her competitors were very aggressive in promoting their business – offering discounts, extra service and more. Indu needed a solution that will not be a burden to her financially, yet achieve maximum impact.

The Brief

Hair saloons are popping up everywhere in Dubai. With aggressive competitors luring her customers away, local saloon owner Indu’s business was suffering a direct hit. She wants her customers back. And if she can entice new customers to walk through her doors to give her a try, even better.

How the final design was conceived

Taking an all-encompassing approach to this brief, we arrived to a simple yet practical conclusion. We created a Comb Card. This name card in the shape of a comb serves to remind our target audience of Indu’s business. Additionally, it is credit card sized, so recipients have a reason to keep it close at all times.

Indication of how successful the outcome was in the market

We limited the distribution of the Comb Card to the saloon, to encourage walk ins. Slowly but surely, word spread of this unique Comb Card and everyone wanted one. An initial 500 pieces produced was fully distributed within the first three weeks and 1000 more were printed to meet the growing demand. More importantly, Indu finally got what she wanted all along – more customers.