Yosef Khouwes
Creative Director at Bates Pangulf
Dubai, United Arab Emirates
TitleDream Big
Campaign Dream Big
Advertiser Tamweel
Brand Tamweel Home Finance
PostedFebruary 2006
Business Sector Banking, Finance, Law & Insurance
Tagline Dream Big
Story Tamweel are leaders in the UAE Home Finance category.
The thought revolved around ‘Dreaming Big’, and buying the home you always dreamed of!
Philosophy What better way to communicate the message of ‘Dream Big’ than with an actual specially branded pillow.

Finding a pillow hanging on your door knob, urging you to ‘Dream Big’ and wake up in your new home is definitely unexpected.
Problem 1. Help establish the new ‘Dream Big’ message of Tamweel.
2. Use this opportunity to also mention the region’s first adjustable repayment mortgage, which Tamweel had just launched.
3. Do something different and memorable. Do something not seen before.
4. Target the right audience (prospective home buyers), so as to not waste any media.
Result The activity resulted in a lot of positive word of mouth, which was proven by the Tamweel toll-free line receiving calls from people who did not receive the pack, asking for it.
Media Type Direct Mail
Market United Arab Emirates
Art Director

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