From a London cab straight to Atlantis the Palm Dubai, an experiential stunt signed FP7/McCann Dubai.
Atlantis the Palm Dubai is not like any resort in the world.
Located on the very tip of Dubai's iconic Palm, everything about Atlantis calls for superlatives. This lavish marine-themed resort combines unparalleled luxury with a whole host of top attractions-- from the amazing hotel itself, the waterpark and its many fun aquatic offerings, to the mesmerizing aquarium, the fantastic restaurants, rooms and service, there’s is nothing quite like it. This perfect escape is designed to keep visitors awe-struck from the first day of visit right through to the last.
Shaping A New Experience
FP7/McCann Dubai had to create a line and campaign that reflects all what the hotel embodies. Which is how the ad agency came up with this tagline: “Atlantis the Palm Dubai, A World Away From The Everyday.” Because everybody needs to escape their everyday once in a while and be immersed in an extraordinary world.
The campaign strategy focused on showing the best the Atlantis has to offer summing up what the hotel and resort is all about and leaving people in no doubt about what they will discover once they visit this amazing place.
To launch this new campaign, an activation and short film rolled out. Although targeted at resonating with the UK market (a potential market for Atlantis), it was made for a global audience, since it was intended to create awareness of the brand promise --A World Away From The Everyday—while building a more holistic framework for brand affinity and loyalty.
The idea that was brought to life was no ordinary.
Surprise and Delight
In cold, wet, miserable March, the Dubai FP7/McCann team flew to London, hired a wonderful cockney London cab driver, wrapped his cab in Atlantis branding and went looking for Londoners who needed to be taken to a world away from their everyday.
The cabbie got his customers talking about their day, to discover if they were having a good or a bad one. A few lucky people who were having a particularly bad time were rewarded with an all-expenses paid trip to Atlantis the Palm Dubai.
As consumers find themselves assaulted by ads, offers, and boastful claims, it’s smart for a business to introduce experiences that "surprise and delight.”
Beside being a moment of bliss for the two lucky families that made the trip from London to Atlantis the Palm Dubai, where they felt truly special and appreciated, this experiental activation campaign has surely deepened people’s exposure to a hotel that cares about his customers to offer such a bold experience that is novel and emotionally engaging.