Brand | FARAH EXPERIENCES |
Product/Service | YAS THEME PARKS |
Entrant | MOMENTUM MENA Dubai, UNITED ARAB EMIRATES |
Idea Creation
|
MOMENTUM MENA Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
STARCOM Dubai, UNITED ARAB EMIRATES
|
Production
|
DÈJÁVU Dubai, UNITED ARAB EMIRATES
|
Why is this work relevant for Integrated?
Since our campaign needed to target resident families in the UAE along with inbound tourists from key markets at every touch point in their summer journey, we utilized an integrated approach that was led by digital/social video content and supported by cinema, in-flight, OOH, radio, radio roadshows, on-ground activations and real-time social responses.
Background
Situation:
Summers in the UAE are hot, boring and filled with routine/cliché choices when it comes to entertainment and fun – which equals sharp declines in both sales and footfall for leisure destinations like Yas Island Theme Parks. Worse yet, the advertising landscape is littered with tons of ‘same-same’ ads that falsely promise people the ‘best summer ever’.
Brief:
Position Yas Island Theme Parks as the ultimate summer destination for UAE residents and visitors.
Objectives:
Reverse the trend of declining summer sales and establish Yas Island Theme Parks as a top of mind summer destination.
Describe the creative idea
Summer is filled with boring, same-same, cliche leisure & entertainment options; and even more cliche advertising that makes the same old promises. In order for us to dominate the season and position Yas as the ultimate summer destination, we decided to turn summer into a real character... a spokesperson that can act as an authority on how you best spend 'him' with playful, witty, quippy commentary and one simple statement: Summer Says Yas.
Describe the strategy
Target Audience:
UAE resident families and summer visitors from key source markets.
Integration:
Since our campaign needed to troll resident families in the UAE along with inbound tourists from key markets at every touch point in their summer journey, we utilized an integrated approach that was led by digital/social video content and supported by cinema, in-flight, OOH, radio, radio roadshows, on-ground activations and real-time social responses.
Approach:
Since we needed to dominate the season and get people to break out of their routines, we decided to turn Summer into a real authoritative character that trolls and nudges people with content at every ‘cliché’ summer touch point, and one strong simple message: Summer Says Yas.
Describe the execution
Implementation:
Unlike most UAE campaigns that prioritize traditional media, Summer Says Yas was online and video-first. So we prioritized video-led formats on social and digital platforms. We used rich media, dynamic messaging, radio and OOH to support the campaign.
Timeline:
June 10 – Sept 2, 2019
Placement:
Facebook, Instagram, YouTube, Twitter.
Scale:
Mass awareness across local demographics with a spillover to inbound tourists.
List the results
348M IMPRESSIONS
25M VIEWS
+38% REVENUES
+29% AWARENESS
+20% BRAND BUZZ
+40% PAGE VIEWS ON THE SITE
+142% ATTENDANCE FROM UAE RESIDENTS
+308% TOTAL YEAR ON YEAR GROWTH
Credits
Badr Bourji |
Momentum Mena |
Business Leadership |
Raphael Nassoura |
Momentum MENA |
Creation, Creative Lead |
Muhammad Ali |
Momentum MENA |
Creation, Creative Lead, Copywriting |
Stephanie Koyess |
Momentum Mena |
Creation, Art Direction |
Tahaab Rais |
McCann Worldgroup |
Strategic Lead |
George Giessen |
MCN |
Strategy |
Amer AlSaleh |
Starcom |
Media strategy lead and execution |
Tamara Bahous |
Starcom |
Media strategy and execution |
Mark Dabu |
Starcom |
Media strategy and execution |
Tania Bejjani |
Starcom |
Media execution & reporting |
Manasvi Gosalia |
Dejavu |
Production |
Brennan Stasiewicz |
DEJAVU |
Production |
Pascal Remond |
DEJAVU |
Production |
Kavya Iyer |
DEJAVU |
Production |
levan Maghradze |
DEJAVU |
Production |
Mary Bou Akl |
DEJAVU |
Post Production |
Neelay Shah |
DEJAVU |
Post Production |
Wilbur Dcosta |
Mango Jam |
Post Production |