2015 Winners & Shortlists

THE FREE SESSION

BrandKARIM MOBAYED
Product/ServicePERSONAL TRAINING
EntrantWUNDERMAN DUBAI Dubai, UNITED ARAB EMIRATES
CategoryConsumer Services
Entrant Company WUNDERMAN DUBAI Dubai, UNITED ARAB EMIRATES
Advertising Agency WUNDERMAN DUBAI Dubai, UNITED ARAB EMIRATES

The Brief

Our client is a personal trainer with extensive professional knowledge about the full scope of training regimes. However, weight training was what he was especially good at. Our challenge was to find a way to inform people about our personal trainer and his expertise, and in a creative way, provide people with their first free session.

Describe how the promotion developed from concept to implementation

When people picked up the card they also picked up a heavier disruptive experience. One that creatively explains our personal trainer's fitness expertise, and provides an instant workout by simply picking up the card for contact details.

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

There were a total of 200 heavy business cards produced for distribution. From this number a total of 50 cards were actually distributed in the first month, yielding a total of 19 membership sign ups.

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

We created a business card. The card has everything one would expect to find: Our client's name, organisation and contact details, all displayed through the simple type and format of regular business cards. The only difference was, our business card was heavy. Weighing over a pound, our card brought added dimension through thicker sides and an iron-cold feel.

Credits

Name Company Role
Piotr Chrobot Wunderman MENA Executive Creative Director
Lina Nader Wunderman MENA Senior Art Director
Fernando Miranda Wunderman MENA Senior Copywriter
Vivek Chonkar Wunderman MENA Production Manager