2012 Winners & Shortlists

The Brief

Our client is a dedicated one-on-one personal trainer, wanting to start his own fitness center. There are people out there looking for such an exclusive service. Our challenge was to get the message only to this audience, and not to the masses. Moreover, we needed the communication to be attention grabbing and meaningful. With our task cut out for us, we had to reach our audience at the right touch points using the right medium.

Creative Execution

By implementing the heavy business card door drop, we made sure of two things. Firstly, that the message reached our exclusive target audience, and secondly, that we provided these people with an actual usable weight – something that would always be a clever reminder of what they could look forward to when they signed up for this exclusive service.

Describe the creative solution to the brief/objective.

Business cards are an easy, and extremely direct way to get contact information across to others. What if we could use this otherwise straight-forward vehicle of contact information and turn it into something that would say and mean much more. We thought of something pivotal to our client’s line of work – a training plate. Except we reduced its size and printed our client’s contact information on it. Finding this on their doorstep, the recipients picked up what appeared to be a regular visiting card. Only upon lifting, did they realize it was much more.

Results

The unusual visiting card caught the attention of many. Just as the trainer was hoping, people who really understood the significance of the heavy-weight card responded. Within the first two weeks, the gym received 89 calls and 26 people actually signed up for trials.