2012 Winners & Shortlists

Results and Effectiveness

Over 30% of Dubai population have seen the Metro execution (IPSOS Outdoor monitoring). The metro station became a landmark with people referring to it as the Ferrari World Metro Station (as opposed to its actual name) and for other advertiser to follow us. Our idea launched a string of copycats! But most importantly, we managed to convey the true essence of Ferrari World: and exciting place for everyone!

Creative Execution

We identified a street furniture that our audience has gotten used to seeing on daily basis to the point where it is hardly noticed, and converted it into the shape of the signature ride at Ferrari World Abu Dhabi - the Ferrari Rollercoaster! Since location always plays a strong role in the effectiveness of a media campaign we chose a specific metro station on Sheikh Zayed Road where the traffic was always at its peak thus guaranteeing maximum exposure!

Insights, Strategy and the Idea

Business Objective - to increase family footfall to the park Communication Objective The Objective was to create awareness about Ferrari World Abu Dhabi as an entertainment destination, start conversation about the product offering & change the perception of the consumer mindset Insight: Although Outdoor advertising is very effective in terms of building awareness, it has its limitations in generating 'word of mouth'. Our target audience is much more likely to talk about unconventional outdoor executions. Target Audience: Families, young adults & tourists Idea: Our idea was to create a strategic surprise through an unconventional outdoor execution which will astonish the audience! And intrigue them into talk about Ferrari World Abu Dhabi and its real offering Relevance -a huge outdoor format was converted into the Formulla rossa look & feel, with pictures of Families & Young adults having fun, the people on the road connected with it as the family destiantion