2012 Winners & Shortlists

The Brief

2011 was the 3rd time since February 2009 that the prestigious Formula 1 Etihad Airways Abu Dhabi Grand Prix race was held in the city. • BEHAVIORAL: Drive the target audience to their nearest ticket outlet; in mall or ONLINE – www.ymc.com • ATTITUDE: Reinforce the value proposition that F1 Grand Prix tickets as worth paying for. • COMMERCIAL: Drive early ticket sales, building towards a 60% share of sales • PERCEPTUAL: Position the Formula 1 Etihad Airways Abu Dhabi Grand Prix as a National Celebration - more than just a race.

Describe how the promotion developed from concept to implementation

• Our on-ground concept aimed to bring to life the tagline; “Who will you celebrate with” and tonally link our brand position of “National Celebration” to that of the UAE’s 40th National Day celebrations. • The on-ground promotional plan engaged with our audience directly at key events such as concerts and night-spots where they’d naturally be celebrating with friends and family thus placing our brand point of view and call to action within a relevant context. Our on-ground campaign consisted of: o Guerrilla tactics: a giant mobile photo frame, branded “who will you celebrate with?” travelled to key events around the city, with a photographer and promoters on hand to collect data and drive traffic online - converting to purchase

Describe the success of the promotion with both client and consumer including some quantifiable results

• Captured over 1300 CRM data using tailor-made ipad application • Achieved our 60% ticket sales target within 3 months ahead of schedule

Explain why the method of promotion was most relevant to the product or service

One of our key challenges for this campaign was about finding cost effective solutions to generating sales and brand awareness. • The branded mobile photo frame allowed us to create a simple, adaptable and flexible way of engaging with our audience and igniting dialogue within social networks. • To make National Celebration a credible positioning, the brand had to engage with our audience within their environments of celebration.