2015 Winners & Shortlists

Creative Execution

YasHUB housed everything from race and entertainment schedules to information on the various F&B and concert options. With YasHUB’s augmented reality geolocation function, a Middle East first, people could open their phone camera and superimpose a 3D reality of all the key areas of the circuit to help them navigate their way around. All of this was completely update-able in real time - a key factor when race schedules change almost every hour. YasHUB was the only place to get the most up-to-date information to ensure ticket holders didn't miss a thing.

Lewis Hamilton won the championship and YasHUB was downloaded over 40,000 times. We wanted one in four ticket holders to download the app, but two out of three of them did, spending a total of 76 days in the app during the event and recording over 175,000 sessions. Race goers loved it, rating it 4.2 on average. It was the UAE’s number one sports app in both the Apple App and the Google Play stores and reached number 77 out of all apps in the Apple store, above heavyweights like Shazam or DropBox.

In November 2014, all eyes turned to the Etihad Airways Abu Dhabi Grand Prix. It was the season’s final race and the atmosphere was electric. Racing wasn't the only thrill. People came to the Middle East’s biggest global event for the concerts, fan events, parties and citywide attractions. So hosts Yas Marina Circuit faced a huge challenge – explaining to 60,000 ticket holders where to go and what to do. With such an influx of people we needed one destination that would house everything needed to make the most out of the GP. Given the only way to reach all ticket holders was through mobile, our solution was a mobile app that would be the ultimate companion for the weekend.