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.

PEDIGREE spent $4000 on printing and distribution of the puppymats. An overwhelming 35000 people attended the Dubai Pet Show.Compared to 18 dogs adopted last year, 67 dogs found new homes that day; 40 from K9 Friends, 27 from Sharjah Cats And Dogs Shelter. This is a significant number for the UAE's small population and the many local restrictions.A noticeable 272% increase that we can't entirely take the credit for, but we know our message was hard to miss. It's difficult to put an ROI on dog adoption, but we definitely got back much more than we spent.