2015 Winners & Shortlists

Results and Effectiveness

• Gold award for “Most innovative sculpture signage in the Middle East “ at the Signage Middle East Awards 2015. • Location reached 60%+ residentS and 80%+ tourists in Dubai. • The Island’s 2014 footfall target was exceeded. • Surveys conducted showed that over 68% of visitors recalled the hoarding. • Yas Park Pass attendance grew by 34% YOY. • Based on the awareness surveys in July 2014, Yas Waterworld ranked 3rd among all the leisure attractions in the UAE and 1st among all the waterparks , overtaking their more established competitors . Awareness levels reached a whopping 74%

Creative Execution

Taking into consideration the objective and the business insight, we identified the location in the middle of SZR with over 450,000 cars passing everyday that was never utilized for adverting in the past as per the RTA rules; the challenge was to get the approval for the same. We approached every single government entity and the approval was finally given on the bases of creating a crafted outdoor solution that was one of a kind and represented a piece of art rather than traditional advertising. A sculptured 3D outdoor execution (hand crafted) was built to create a step forward on the definition of the outdoor business in the Middle East and resulted in outstanding performance of the Island meeting the brand objectives.

Insights, Strategy and the Idea

The objective was to create a mass awareness campaign about Yas Island as a destination and complete offering for the 11 million tourists and over 3 million residents living in Dubai across all 145 nationalities and demographics. The highly diversified market has led the media offering to become increasingly fragmented with so many satellite and cable TV channels, internet sites, radio stations, and print offering, our main communication objective was to find a strategic solution to let the campaign stand out by creating the WOW effect and maximizing the word of mouth which is a key driver for leisure business. As the campaign objective was strategically positioned for one demographic area “Dubai“ and outdoor being the leading reach media in this market, our solution was to go with an outstanding format that has never been used before with no clutter and high visibility.