2011 Winners & Shortlists

Results and Effectiveness

Pedigree spent $4,000 on printing and distribution of the puppymats. An overwhelming 3,5000 people attended the Pedigree and Whiskas Dubai Pet Show. Compared to 18 dogs adopted last year at the Show, 67 dogs found new homes that day – 40 from K9 Friends, 27 from Sharjah Cats And Dogs Shelter. A noticeable 272% increase that we can’t entirely take the credit for, but we know our message was hard to miss. It’s hard to put an ROI on dog adoption, but we definitely got back much more than we spent.

Creative Execution

We needed to find new homes where owners had no restrictions from landlords or the Municipality. We identified our target audience as families living in villas and row houses, so mass media wasn’t necessary. Adopting a dog is an emotional decision, so we had to make a connection in an unconventional way – show a homeless puppy sleeping at their door. The appeal on the reverse – “Give a dog a home” drove the point home. The “puppymats” were a targeted and economical medium that got amusing reactions, especially from unsuspecting kids who opened the door.

Insights, Strategy and the Idea

An incredible 55 fines were issued in 2010 to dog owners in residential areas for walking their dogs illegally. Property owners also kept changing their rules about keeping dogs in apartments. As a result, many people had to abandon their dogs at already crowded dog shelters. And Dubai’s floating population also added to these numbers. As the Pedigree & Whiskas Dubai Pet Show was approaching, Pedigree wanted to use it to find permanent homes for these abandoned dogs. We targeted families living in villas and row houses where dogs can still roam freely in these communities. Instead of appealing to their minds, we aimed for their hearts. We printed sleeping puppies on transparent sheets and placed them on top of existing doormats in Arabian Ranches, The Lakes and Emirates Hills communities. The reverse invited them to the Pedigree and Whiskas Dubai Pet Show to pick up real dogs.