2020/2021 Winners & Shortlists

Why is this work relevant for Entertainment?

The Loyalty/Membership/Annual card sector is typically driven by dry, functional and highly offer-driven communication that focuses on 'the card and its features'. As the home to 3 award-winning theme parks, Yas Theme Parks decided to break the functional mold by focusing on fun, absurd and exaggerated stories that were designed to intrigue, entertain and connect on a human level, asking the age-old question: what happens when you have too much fun?

Background

Situation: Due to how the category has been communicating, annual passes are seen as a purely financial and value-driven purchase. With competitors offering cheaper annual passes at more conveniently located destinations (In Dubai as opposed to being Abu Dhabi),Yas Theme Parks needed to not only change the conversation... we needed to change how the category communicated. Brief: Position Yas Theme Parks Annual Pass as a superior offering in the annual pass category. Objectives: Increase sales and interest in our annual passes while re-energizing our current current pass holders.

Describe the creative idea

The theme park category is filled with the same images of people having fun on rides. In order to break away from these generic depictions, we decided to tell a story that's never been told in this space... what happens to people when they have TOO MUCH fun - because with the Yas Parks Annual Pass, you'll have so much of it... you'll miss boredom. So within each piece in this series, we see a character going to absurd lengths to bore themselves silly - all because their Yas Theme Parks Annual Pass gave them so much fun.

Describe the strategy

Our strategic approach unfolded in two key aspects: The category is very functional and price-driven - so we needed to connect on human level; and most of the communication was focused on simply showing people on rides - so we needed to explore a very different angle to fun and tell an unexpected story that connects with audiences in the UAE.

Describe the execution

Implementation: Since boredom was an important element of the campaign, we ensured that the content pieces were distributed across social and digital platforms where people were looking for entertainment. Timeline: Feb 6 – Ongoing Placement: Facebook, Instagram, YouTube. Scale: Mass awareness across UAE families

Describe the outcome

Share of Reach 50% Reach 1,000,000 Engagement Rate 822K Views 800K ROAS x1.3