2013 Winners & Shortlists

DON'T GO

BrandWILD WADI WATER PARK
Product/ServiceWILD WADI
EntrantJWT Dubai, UNITED ARAB EMIRATES
Entrant Company JWT Dubai, UNITED ARAB EMIRATES
Advertising Agency JWT Dubai, UNITED ARAB EMIRATES

The Campaign

With new competition appearing, Wild Wadi was no longer the region’s most famous waterpark. To redeem its title back, we launched the “Don’t Go” campaign for its new thrilling ride: the “Jumeirah Sceirah”. To get young people to try it, we warned them not to go by leaving humorous warning messages in the rooms of the Jumeirah Beach Hotel, the adjoining hotel to Wild Wadi. The messages warned occupants that if they are fainthearted, they must avoid the “Jumeirah Sceirah” ride at all cost. The campaign was also taken to both the outdoors and radio. As a result, Wild Wadi saw a 4% increase in attendance and the “warning messages” were printed on t-shirts and sold as souvenirs.

Success of the Campaign

4% increase in visitors. Most successful campaign Wild Wadi has ever run. Customer feedabck so good a range of merchandise was launched.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Launched first with highly targetted small scale ambient media in the adjoining 5-star hotel. Followed by radio, outdoor and print.