Innovative campaign concept cuts through the clutter to drive massive interest to Yas Island’s summer offer
As part of its efforts to promote its Kids Go Free summer promotion, Yas Island, Abu Dhabi’s premier leisure and entertainment hub, developed a series of entertaining videos, using toys as spokespeople, highlighting their need to take their own break! The Toy Talks video series aims to emotionally connect with children and parents alike with relatable humour of life in lock down, through the eyes of toys.
Inspired by Toy Story, the popular children’s movie, and Ted Talks, each video highlights a range of different toys – from action figures, stuffed animals and dolls, to RC cars, video game consoles and tablets – and how they have been used and abused to keep kids entertained while they remained indoors with lockdown measures in place since last year. As restrictions ease and Yas Island welcomes back visitors safely, the toys highlight the destination’s Kids Go Free summer offer, imploring families to take the opportunity to enjoy world-class entertainment, while allowing the tired toys to take their own vacation at a destination like nowhere else.
Conceptualised by marketing agency Momentum UAE and developed by production house Dejavu, the sentiment led campaign is already cutting through the clutter of summer advertising with its emotive message all children can resonate with.
Liam Findlay, GM of Experience Hub, the sales and Marketing arm of Yas Island said “The ‘Toy Talks’ campaign aims to spark a sense of wonder and imagination amongst its young audience, seeing their familiar toys come to life, with parents able to appreciate the humour in relation to rival destination campaigns, and see Yas Island as a respite for their tired families.”
“In order to make the films feel more relatable, more vivid, and ultimately more impactful, we wanted to get as close to ‘reality’ as possible. So we carefully chose a range of toys to represent all the different kinds of toys kids ‘used and abused’ during the pandemic – everything from action figures and plush toys to digital gaming devices and traditional plastic ones. “
The campaign has served over 7.5 million people with a total ad spend of AED 900,000, and AED 563k spent on production. Yas Island’s social media channels saw one of their biggest weekly spikes with 1,555% increase on the first week of the launch, with a 149% uplift in visits to the website, and more than a 200% increase in searches for packages to date and sales on Yasisland.ae trebling compared to previous weeks.
Four videos remain to be posted in the coming days.
CREDITS:
Advertising Agency: Momentum Dubai, United Arab Emirates
Production House: Dejavu
Media Agency: Starcom
Senior Creative Director: Muhammad Ali
Associate Creative Director/Copywriter: Vishal Munyal
Associate Creative Director/Art: Gary Rolf
Account Director: Wissam Gharib
Account Manager: Diana Asal Executive Creative Director: Raphael Nassoura
Regional Head of Planning: Tahaab Rais
Strategic Planning Manager: Sameer Islam
