2012 Winners & Shortlists

The Brief

Our client Tamweel is the largest mortgage provider in the UAE. They had launched a massive new programme (in press) where they provided a lot more with the mortgage (including free relocation services, free residential maintenance for 2 years etc). As part of this integrated campaign they asked us to create a Direct Mail that would excite prospective NEW customers who called in to enquire about the new product. The strategy was to motivate these prospective new customers to follow up on their call by making an appointment with Tamweel's Mortgage Managers.

Creative Execution

Tamweel is the largest Home Finance company in the UAE and in a sense is responsible as a 'home maker'. The Double-Yolk egg was very unusual as a DM piece and aroused the curiosity of the recepient. It also brought alive in a very real life way the porposition 'Expect More'

Describe the creative solution to the brief/objective.

We decide to create a piece with a personal touch that would bring alive and demonstrate the proposition 'Expect More from Tamweel'. The goal was to contact 300 prospective new customers with an expected response of at least 40% (120 customers) fixing appointments with Tamweel’s Mortgage Managers. A unique 'Double-yolk' egg was hand delivered to prospective customers. On the egg was printed the message 'Expect more'. When the egg was broken to be cooked, the double-yolk would demonstrate the claim of and excite the prospective customer to contact Tamweel.

Results

In total, 300 boxes of eggs were hand delivered. They elicited 183 responses (61%) by correlating names that made appointments with Mortgage Managers and names to whom the egg box had been hand delivered. Eventually, of these 183, a good 102 customers qualified on all parameters and received mortgages totaling over USD 23 million. The total promotion including sourcing the 'Double-Yolk' eggs, producing the boxes and local delivery charges was USD 7880. Keep in mind that almost USD 1 million was also spent on Press Ads, which also contributed to the final result with the DM respondents.