2016 Winners & Shortlists

Brief Explanation

Client briefed the agency on a problem they are facing in their clinic outlets. The problem was that a high percentage of potential subscribers that enter the Clinic Outlets to get information on the programs offered, were not subscribing to the programs. After conducting a small research, the client discovered that most of the potential subscribers were hesitant to join any of the programs due to the worry of giving up ‘Tasty fast food’ at a low cost. Client requested from the agency to develop internal and external branding to tackle this issue; and increase the turnover of potential subscribers.

The Brief

The business challenge was to increase the turn-over of potential subscribers entering the Clinic Outlets, through demonstrating the need of healthy food vs. the dangers of fast food. The fast food industry is leading in the KSA F&B market and probably the biggest in the region. Additionally, there was a lack of awareness on the dangers of food which has led to extremely high obesity rates. Our key communication objectives were to demonstrate that healthy food can be as appealing as fast food, and can easily be substituted with healthy food.

How the final design was conceived

McDonald's had recently launched a campaign using icons resembling their meals. As an immediate reaction, we arrived at the final design by maintaining these common fast food packages, but altered the products to a healthier substitute. We wanted our designs to cause potential customers to take a double look at the posters, by using elements that are very common in the fast food industry, and giving them a healthy twist.

Indication of how successful the outcome was in the market

The store branding supported the business by increasing the in-store potential subscribers’ turnover rate by 30 Percent. Additionally, the clinic footfall increased by 20% as an outcome of ‘WOM’, and pedestrians getting attracted by the external poster designs.