2016 Winners & Shortlists

Brief Explanation

Wild Wadi needed to find an innovative way to maximize communications mileage due to much lower budgets, while reignitinging interest in the category as a whole. Given the lack of research in the category, we conducted an on-ground research initiative. We learned that those who visited Wild Wadi were unanimously "very satisfied" (94%), and those who haven't recently visited a waterpark, can only recall a positive experience (%90+). Despite that, few people had waterparks in their consideration set This led us to believe that the average dubai resident was quick to forget how much fun the waterpark experience can be .

Results and Effectiveness

During the in-mall activations held, a total of 952 tickets were sold. We exceeded our target by 190% since our objective was to initially sell 500 tickets. 96% of those tickets were sold to teens and young adults above 1.4 meter tall and who therefore could access any ride at Wild Wadi. The 952 tickets sold generated 237500 AED Virtual Reality has now become a staple of WIld Wadi communications

Creative Execution

We created a virtual reality experience of Wild Wadi's scariest ride - the Jumeirah Scarer. We then built 3x3 stands in malls around the UAE that looked and felt like mini waterparks. Mall goes were then driven to the stands via geo-fenced mobile ads with a localized message, where they were able to experience the ride for themselves via a virtual reality setup. After the mall success, we scaled the idea up by distributing VR sets via magazines and uploaded the 360 content to a downloadable mobile application.

Insights, Strategy and the Idea

Wild Wadi needed to find an innovative way to maximize communications mileage due to having much lower budgets, and yet at the same time consider reigniting interest in the category. To maximize mileage, we knew we needed an idea that self-propagates, an idea that could go beyond the marketing dollars invested through talk-ability & WOM. Our strategy was to find an off-site way to remind people just how much fun a trip to the waterpark could be! Given the overwhelmingly positive past & current experiences, we decided to bring the waterpark experience to people