2016 Winners & Shortlists

The Brief

Our objective was to drive higher footfall during the campaign period. Our KPI was to sell 500 tickets, with at least 60% to teens and adults who measure above 1.4 meters, the minimum height allowance to the serious and most exciting rides. This objective had to be achieved with a budget that was limited and much smaller than competition.As our audiences turn to malls for entertainment and dismiss water park fun, we needed to change their behavior and perception and get them to come to Wild Wadi by showing them and reminding them of what a fun experience it is.

Creative Execution

We wanted to better understand our footfall problem & therefore conducted a survey among teens & adults, and to our surprise we found out that water parks were not in their main consideration set as an entertainment option. Instead, and to escape the hotter summer months, the top destination of this group was malls and all the entertainment options offered within their premises. We built a 3x3 stand,which mirrored the brand attributes and key defining elements of the park. This helped seed curiosity among mall goers, and using a Virtual Reality headset we invited passersby to our stand to experience WW virtually.Customized Wild Wadi “Do it yourself” cardboard VR headsets, were given away at the stand. We also sent the VR headsets to much-followed bloggers around the region to include Wild Wadi in more online conversations. The 360 degrees viewable video was also placed onto the Wild Wadi mobile application.

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

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

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

We filmed the whole Wild Wadi experience using 6 cameras installed on a special rig. Each camera was assigned a filming radius. The footage of these 6 cameras was stitched to form a 360 degrees viewable video that could be experienced using Virtual Reality technology and put any wearer of a virtual reality device, virtually in a Wild Wadi water slide. We built a 3x3 stand, which mirrored the brand attributes and key defining elements of the park. We installed replicas of two of the most celebrated rides, the Jumeirah Sceirah and Master Blasters. This helped seed curiosity among mall goers, and using a Virtual Reality headset we invited passersby to our stand to experience Wild Wadi virtually