Brand | AZIZ HMEID |
Product/Service | WEIGHT LOSS |
Entrant | WUNDERMAN DUBAI, UNITED ARAB EMIRATES |
Category | CONSUMER PRODUCTS & SERVICES |
Entrant Company
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WUNDERMAN DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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WUNDERMAN DUBAI, UNITED ARAB EMIRATES
|
The Brief
According to a recent study published, 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 Jumeirah, 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 promote himself strongly.
Describe how the promotion developed from concept to implementation
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 extended into a full-sized measuring tape that could be used 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 - a promo coupon with a twist. These motivational rewards were arranged using group buying, discount deal websites.
Describe the success of the promotion with both client and consumer including some quantifiable results
Out of 500 door drops sent, 49 people called to enquire. 31 people signed up - a response rate
of 6%.
Explain why the method of promotion was most relevant to the product or service
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.
Credits
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 |