2014 Winners & Shortlists

The Brief

Qatar ranks as one of the fattest nations in the world. The average weight of its population is increasing constantly. To fight this trend, the government launched “The National Sport Day.” On every second Tuesday of February, the Nation is invited for a full day of sports’ activities away from work. Challenge: As a government entity supporting local businesses, Enterprise Qatar’s challenge was to push business people who have no time for exercising to change their unhealthy habits.

Describe how the promotion developed from concept to implementation

On The National Sport Day, we’ve introduced THE OFFICE GYM at the busiest cultural location in Qatar: Katara. It's a pop-up stand that looks like a normal office. Through professional trainers we proved to people that even when stuck in the office, a person could still be active and perform some healthy exercises.

Describe the success of the promotion with both client and consumer including some quantifiable results

Hundreds of people got their sweat on while learning useful exercises with the professional trainers. Everyone left with a sport’s bag including a bottle of water, stickers and a booklet with simple workouts that can be done at work.

Explain why the method of promotion was most relevant to the product or service

The OFFICE GYM pop-up stand proved to people (business people) that they could still work out when they are working. So they have no more excuses for not exercising.