Title | THE FIT TOWEL |
Brand | SAM HOSPITAL |
Product / Service | SAM HOSPITAL |
Category | B06. Promotional Items |
Entrant | HS AD Seoul, SOUTH KOREA |
Entrant Company | HS AD Seoul, SOUTH KOREA |
Advertising Agency | HS AD Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Bo Hwang | Hs Ad | Chief Creative Officer |
Korie Sujung Park | HS Ad | Art Director |
Jeongsil Lee | Hs Ad | Copywriter |
Prior Stephen Graham | Hs Ad | Executive Creative Director |
Young Jin Yoon | HS Ad | Producer |
Seung Kyum Kim | HS Ad | Producer |
Sam Hospital wanted a good idea that can be done with a low budget. They need a fun little idea that can actually bring big changes to the patients. Fortunately, there weren't many restrictions.
Sam Hospital is Anyang's number one general hospital with 40 years of history. It's facilitated with many specialized medical centers such as Obesity & Geriatric Disease Center. Although Sam Hospital is equipped with superior medical professionals and ultra modern facilities, compared to other well-known, large hospitals, it has low awareness nationally. So Sam Hospital wanted a simple, low budget promotion idea that can not only add to the services and value the Hospital provides, but can also work as a healthy reminder.
The Fit Towel’s design is the idea: a towel with linear measurement markings along the edge. Together with Sam Hospital, we administered the Fit Towel so patients with above average levels of abdominal fat could keep track of their waist size at home. By doing so, fluctuations could be presented to doctors during their next medical examinations and consultations. Visible results were shown through changes in their day to day behavior. When people used the towel every morning, they said they were more aware of their health throughout the day. Patients started to understand the importance of measurements than their weight. We distributed 1000 towels in total, and due to high demand, we are in the process of printing double the amount.
There are a lot of legal restrictions associated with medical advertisement. So we thought of a simple giveaway that is actually practical but also powerful. We wanted to prove that a low budget giveaway can help build a positive brand image when it’s a convenient tool that changes habits. Towels are always a cheap and easy giveaway, but they're plain and not memorable. We realized we use them everyday so it could be well utilized to give users a daily health reminder. We connected towels to a universal health problem everyone faces- obesity. Unhealthy diet and lack of exercise lead to excessive visceral fat around your waist, which can cause obesity related diseases such as diabetes and coronary heart disease. However, while many people pay attention to their weight, little do they know that the waist size is a better indicator of their health. The problem is that we don't get to measure our waist unless it’s part of our regular checkup. We wanted to create a waist measuring tool that would work as a daily reminder for us to make healthier choices and stay motivated to achieve our new year’s resolutions.
The Fit Towel’s design is the idea: a towel with linear measurement markings along the edge. Together with Sam Hospital, we administered the Fit Towel so patients with above average levels of abdominal fat could keep track of their waist size at home. By doing so, fluctuations could be presented to doctors during their next medical examinations and consultations. Visible results were shown through changes in their day to day behavior. When people used the towel every morning, they said they were more aware of their health throughout the day. Patients started to understand the importance of measurements than their weight. We distributed 1000 towels in total, and due to high demand, we are in the process of printing double the amount.