BEND, LIFT & FOLD FOR A REWARD
Brand | SEPIDEH |
Product/Service | PRIVATE PILATES CLASSES |
Entrant | WUNDERMAN DUBAI, UNITED ARAB EMIRATES |
Category | CONSUMER PRODUCTS & SERVICES |
Entrant Company
|
WUNDERMAN DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
WUNDERMAN DUBAI, UNITED ARAB EMIRATES
|
The Brief
Our client, Sepideh is a Pilates instructor who teaches at various Dubai gyms and takes private classes at clients’ homes. To grow her client base of private students, she wanted to target Arab women, mostly homemakers, overwhelmed with family responsibilities. These women, in the affluent residential areas of Dubai, are too busy to commit to a fixed exercise schedule; prefer to exercise at their own time; in the privacy of their home and don’t mind paying a premium for such classes. We had to capture their interest with a promotion, while introducing them to the ‘Pilates’ exercise form.
Describe how the promotion developed from concept to implementation
We left a small Pilates mat at our target's doorsteps. But this was no ordinary mat. Rolled, and wrapped with a catchy message, it urged people to interact in order to get rewarded.
On rolling out the mat, the recipient was made to interact using the 3 main steps of Pilates - bending, lifting and folding to the core. Each action cleverly revealed Sepideh’s details and offered a promotion: a free class on booking private sessions with her. Finally, the mat could be stretched out and used as a mouse pad to log on to Sepideh’s website for more information.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our promotional door drop had a great impact. Out of over 300 mats dropped in residences in affluent areas of Dubai, our client received 55 inquiries, and 23 women booked Pilates sessions, with a 7.6 % response rate.
Moreover, the communication piece educated women about this unique form of exercise. The first free trial class offered by Sepideh got quite a few of them saying they liked how the exercise made them feel and helped spread the word about her services.
Explain why the method of promotion was most relevant to the product or service
Pilates is an exercise form that uses essential characteristics like rolling, bending, folding to the core, and tapping into the body’s full flexibility. The promotional door drop we designed got the recipients to actually experience these steps of Pilates and served as an educational tool for those who didn’t know what lies at the core of the Pilates practice. The fact that the piece doubled up as a mouse pad gave reason to the recipients to log on and find out more about Sepideh’s offering and more about Pilates.
Credits
Kerry Platts |
Wunderman Dubai |
Executive Creative Director |
Richa Khan |
Wunderman Dubai |
Associate Creative Director |
Sarah Berro |
Wunderman Dubai |
Senior Arabic Copywriter |
Suha Hamid |
Wunderman Dubai |
Junior Art Director |
Tissa Kalluarachchige |
Wunderman Dubai |
Paste Up Artist |