RETHINK YOUR ROUTINE by Memac Ogilvy & Mather Dubai for FITWORX

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RETHINK YOUR ROUTINE

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Industry Household maintenance & pet products
Media Film
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Media Mindshare Dubai
Released February 2013

Awards

Dubai Lynx 2013
Media USE OF AMBIENT MEDIA: SMALL SCALE BRONZE

Credits & Description

Client FITWORX
Product FITNESS EQUIPMENT
Entrant MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: USE OF AMBIENT MEDIA: SMALL SCALE
Title: RETHINK YOUR ROUTINE
Product/Service: FITNESS EQUIPMENT
Entrant Company : MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency : MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Media Agency : MINDSHARE Dubai, UNITED ARAB EMIRATES
Name Company Position
Ramzi Moutran Memac Ogilvy Creative Director
Sascha Kuntze Memac Ogilvy Associate Creative Director
Leonardo Borges Memac Ogilvy Art Director
Sabia Fatayri Memac Ogilvy Art Director
Kareem Shuhaibar Memac Ogilvy Copywriter
Carmel Missilmany Memac Ogilvy Agency Producer
Tarek Shawki Memac Ogilvy Account Director
Bhumi Doshi Memac Ogilvy Account Manager
Mariam Abdillahi Memac Ogilvy Consultant
Irfan Ghani Memac Ogilvy Graphic Designer
Results and Effectiveness:
We placed these stickers on over 200 locations across the UAE, from Dubai to Sharjah, grabbing pedestrian’s attention instantly. On the first day alone, FITWORX received more than 180 telephone enquiries about its home gym equipment. And by the end of our campaign, we attracted over 600 new fitness enthusiasts. Sometimes all it can take is a tiny sticker to make a positive lifestyle change.
Creative Execution:
So to spread our message, we broke into people’s daily routine. Reaching them in the right place at the right time. Inspired by the classic design of gym instructions, we created a series of fitness instructions for public machines across Dubai. From ATMs to Parking Meters, we placed stickers onto these machines, making people rethink their routine in a fresh way. And if they were interested to learn more, we offered them a direct channel to contact FITWORX on the spot.
Insights, Strategy and the Idea:
FITWORX is a fitness equipment retailer in the UAE. FITWORX needed an unconventional approach to raise awareness for its home gym equipment. It wanted to position its machines as the ultimate workout, one that gets you real results. The target audience was everyday people in Dubai. In a city where anything can be delivered to your doorstep, where you can pick up coffee without leaving your car, it’s easy to fall into a routine in Dubai that lacks any physical fitness. This insight helped shape our creative idea and media used to reach everyday people effectively.