THE FIT TOWEL

TitleTHE FIT TOWEL
ClientSAM HOSPITAL
Product / ServiceSAM HOSPITAL
CategoryB06. Promotional Items
EntrantHS AD Seoul, SOUTH KOREA
Entrant Company HS AD Seoul, SOUTH KOREA
Advertising Agency HS AD Seoul, SOUTH KOREA

Brief Explanation

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.

The Brief

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.

Results

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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