2013 Winners & Shortlists

THE INSTANT PHOTO BUSINESS CARD

BrandFITNESS FIRST
Product/ServiceGYM / HEALTH & FITNESS CLUB
EntrantY&R DUBAI, UNITED ARAB EMIRATES
CategorySTATIONERY
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency Y&R DUBAI, UNITED ARAB EMIRATES

Brief Explanation

January sees a lot of interest from people in terms of gym enquiries. Unfortunately, this doesn’t always translate into actual sign ups. Our objective was therefore to buck this trend and convert ‘best intentions’ into actual commitments.

The Brief

The brief was to create a business card that could potentially increase the conversion rate in Fitness First gyms, making sure more of the people who enquired actually decided to join.

How the final design was conceived

We wanted to keep the design simple and above all, functional. The concept was to create a business card that acted as a BEFORE photo and it was this feature that would need to dominate the design. We also developed a method of pre-printing the consultants’ details on the frame of the picture, so that our ‘business card’ would develop ready to deliver.

Indication of how successful the outcome was in the market

Over 2000 prospective clients were given the business cards during the month. Through these, we were able to register a 62% increase in callbacks, and sign 37% more members than the previous month.

Credits

Name Company Role
Shahir Zag Y/R Chief Creative Officer
Ryan Reed Y/R Creative Director
Dario Albuquerque Y/R Senior Copywriter
Jed Dawson Y/R Copywriter
Dane Ogilvie Y/R Art Director
Pierre Farra Y/R Account Manager
Amin Soltani Y/R Head Of Production
Dhruv Arora Fitness First Marketing Manager
Leng Panganiban Y/R Producer