2013 Winners & Shortlists

MR. MOTI-WEIGHT

BrandAZIZ HMEID
Product/ServiceWEIGHT LOSS
EntrantWUNDERMAN DUBAI, UNITED ARAB EMIRATES
CategoryPREMIUMS & GIVEAWAYS
Entrant Company WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Advertising Agency WUNDERMAN DUBAI, UNITED ARAB EMIRATES

The Brief

According to a recent study, the UAE ranks as the fifth fattest nation in the world, out of which 56% population has ‘central obesity’ or obesity around the abdomen. Despite obesity levels reaching epidemic proportions in the UAE, residents are largely oblivious to their burgeoning waistlines. Aziz Hmeid, a Dubai-based personal trainer specialising in result-oriented weight loss saw this as an opportunity to extend his offering to potential clients. Currently in Jumeriah, he was looking to expand to the Downtown area. As he was competing with much larger gym chains that offered competitive rates, he had to differentiate himself strongly.

Creative Execution

The unique and interactive form of the door drop helped people assess their fitness level on the spot. They were more likely to sign up than if they were presented with an ordinary flyer or a business card. Plus, no other trainer offered such amazing payback – the quirky result-oriented rewards. Keeping cost low, we were able to reach a huge number of homes and make Aziz’s name top of mind.

Describe the creative solution to the brief/objective.

We created a simple door drop that doubled up as a great motivational tool for the people from Aziz’s new neighbourhood. At first sight it looked like a business card but it actually extended into a full-sized measuring tape that recipients could use to check the size of their waist on the spot. As Aziz’s regimen focuses on waist reduction, the tape had rewards for every inch lost printed on the reverse side, pushing people to sign up for a training session with him. These motivational rewards were arranged by Aziz using group buying, discount deal websites.

Results

Out of 500 door drops sent, 49 people called to enquire. 31 people signed up. 6% Response rate.

Credits

Name Company Role
Kerry Platts Wunderman Executive Creative Director
Richa Khan Wunderman Associate Creative Director
Suha Hamid Wunderman Junior Art Director
Shweta Suvarna Tariq Wunderman Senior Copywriter
Vivek Chonkar Wunderman Production Manager
Bassel A. Siblini Wunderman Account Manager