2012 Winners & Shortlists

Results and Effectiveness

This resulted in a high engagement with the consumer through the interactive game and changed the reader perception of Ferrari World Abu Dhabi

Creative Execution

The execution needed to drive people to think about Ferrari World Abu Dhabi as the main attraction for families with a very high level of safety. In everyone of us there is a child, we came with a concept called 'Unleash the child within you at Ferrari World Abu Dhabi'. With that in mind we created a slide puzzle game which everybody has played at some point of time in their life which cut across nationalities, ages, and sex. This encouraged the reader to interact with the magazine and find their promotion. Promotion to enter Ferrari World at the cost of child.

Insights, Strategy and the Idea

Objective: Business Objective - to increase Family footfall to the Ferrari World theme park Communication Objcetive - Our challenge was to change the perception about Ferrari World Abu Dhabi from a thriller and a theme park strictly for males to a family entertainment destination. Knowing that Dubai is a fragmented population, we needed a solution that fit all target groups across all age brackets and nationalities. Insight: Our audience' consumption of magazines is fragmented between the family where each member has his favorite titles and preferences. No single magazine can intrigue the interest of the entire family. Idea: Knowing that females and kids are the main influencers in the family when it comes to a family day out, we created a magazine execution that will get both of them engaged around the Ferrari World Abu Dhabi brand and its offering. We associated ourselves with OK Middle East, a predominantly female targeted publication, and created a special interactive execution.