WILD WADI VIRTUAL REALITY
Brand | JUMEIRAH WILD WADI |
Product/Service | WILD WADI WATERPARK |
Entrant | OMD Dubai, UNITED ARAB EMIRATES |
Category | Use of Ambient Media: Small Scale |
Media Agency
|
OMD Dubai, UNITED ARAB EMIRATES
|
Entrant Company
|
OMD Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
OMD Dubai, UNITED ARAB EMIRATES
|
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
Credits
Karan Kukreja |
Omd Mena |
Business Director |
Nitu Surendran |
Omd Mena |
Associate Director Planning |
Kristian Valdini |
Omd Mena |
Accosiate Director - Experiences |