2014 Winners & Shortlists

The Brief

In previous years F1 have been lacking a clear and cost effective channel to engage in two way discussion with F1 ticket holders and potential ticket holders. The agency was briefed to develop an interactive idea that would engage concert goers at the Guns and Roses and Metallica concerts held in Dubai and Abu Dhabi. The objective of this engagement was to promote F1 ticket sales along with increasing YMC official facebook and instagram followers.

Describe how the promotion developed from concept to implementation

The solution involves a 3x3 space, air guitar stand, stage, sound engineer and videographer. Guests were greeted with an air guitar display stand, inviting them to collect their free air guitar as a teaser to the activation. Stand visitors choose a song from the bands catalog and perform with their air guitar on stage. YMC shortlisted the best performances and loaded to the YMC Official Facebook page. Shortlisted performers promoted their videos to get highest likes. The videos that received the most ‘likes’ won two 4 day tickets to the 2013 Formula One Etihad Airways Abu Dhabi Grand Prix.

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

During the campaign period YMC Facebook content received 61,876 engagements, 52,863 Likes, 2,407 comments and 6,606 Shares. Instagram images received 5,649 engagements, 5,529 Likes, 120 comments. And importantly, YMC achieved a clear two way communication path with its clients and F1 tickets sold out in record time, 3 days before the event. Objective achieved!

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

The creative execution met F1 ticket holders and potential ticket holders at concerts across Dubai and Abu Dhabi. Ensuring guests were in a festival and activity based mood and were ready to engage in the activation.