Brand | FITWORX |
Product/Service | FITNESS EQUIPMENT |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | CONSUMER PRODUCTS & SERVICES |
Entrant Company
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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The Brief
FITWORX is a fitness equipment retailer in the UAE. FITWORX needed an unconventional approach to raise awareness for its home gym equipment. It wanted to position its machines as the ultimate workout, one that gets you real results. The target audience was everyday people in Dubai.
Creative Execution
In a city where anything and everything can be delivered to your doorstep, where you can pick up coffee without even leaving your car, it’s easy to fall into a routine in Dubai that lacks any physical fitness. This powerful insight helped shape our creative and media approach. By placing fitness stickers onto public machines used by people everyday, we were able to demonstrate the effectiveness of our gym equipment in a fresh and direct way, breaking into people’s routine unexpectedly.
Describe the creative solution to the brief/objective.
Inspired by the classic design of gym instructions, we created a series of fitness instructions for public machines across Dubai. From ATMs to Parking Meters, we placed stickers onto these machines, making people rethink their daily routine in a compelling way. And if they were interested to learn more about FITWORX products, we offered them a direct channel to contact FITWORX on the spot.
Results
We placed these stickers on over 200 locations across the UAE, from Dubai to Sharjah, grabbing pedestrian’s attention instantly. On the first day alone, FITWORX received more than 180 telephone enquiries about its home gym equipment. And by the end of our campaign, we attracted over 600 new fitness enthusiasts. Sometimes all it can take is a tiny sticker to make a positive lifestyle change.
Credits
Ramzi Moutran |
Memac Ogilvy |
Creative Director |
Sascha Kuntze |
Memac Ogilvy |
Associate Creative Director |
Leonardo Borges |
Memac Ogilvy |
Art Director |
Sabia Fatayri |
Memac Ogilvy |
Art Director |
Kareem Shuhaibar |
Memac Ogilvy |
Copywriter |
Tarek Shawki |
Memac Ogilvy |
Account Director |
Bhumi Doshi |
Memac Ogilvy |
Account Manager |
Ifran Ghani |
Memac Ogilvy |
Graphic Designer |