Brand | FARAH EXPERIENCES |
Product/Service | YAS THEME PARKS |
Entrant | MOMENTUM MENA Dubai, UNITED ARAB EMIRATES |
Category | Integrated Campaign Led by Digital |
Idea Creation
|
MOMENTUM MENA Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
STARCOM Dubai, UNITED ARAB EMIRATES
|
Production
|
DÈJÁVU Dubai, UNITED ARAB EMIRATES
|
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 strategy
Data Gathering:
Using online behavioral data for residents and visitors along with social listening and seasonal data from past summers, we created clear target sets based on demographics, geo-locations, decision-making need states and contextual touch points.
Target Audience:
UAE resident families and summer visitors from key source markets.
Relevance to Platform:
Every piece of content was designed contextually to the medium. Social executions were crafted to resonate with relevant user behavior while still being optimized for sound-off viewing. YouTube content was crafted to ‘hack’ pre-roll formats in terms of length and scripting.
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 |
Links
Video URL