2020/2021 Winners & Shortlists

SUMMER SAYS YAS

BrandFARAH EXPERIENCES
Product/ServiceYAS THEME PARKS
EntrantMOMENTUM 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

Name Company Role
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