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Yas Island's latest summer campaign featuring the Kuwaiti band 'Miami' takes viewers back to the vibrant era of the 90s, delivering an upbeat remix of a beloved Arabic pop song 'AlHamdullah w Shefnakom.' Building on the success of last year's 'Yas Yas Baby' rendition, the campaign captures the hearts of the Arab world with a fresh and lively twist that resonates with every generation. Within just 72 hours of its release, the campaign garnered hundreds of positive reviews and over 75 million online views, becoming another cheerful summer hit for Yas Island.
The video showcases the band performing their iconic hit song with a playful twist that incorporates mentions of "Yas Island" within the lyrics. The band is depicted arriving at the Warner Bros. World Hotel on Yas Island, Abu Dhabi. Through this remixed song and epic video, viewers witness the band thoroughly enjoying their time on Yas Island. What adds to the resonance of the epic video among the GCC audience is the inclusion of a nostalgic song released in 1998. The song holds a special place in the hearts of people and amongst young and old generations who have grown fond of the tunes and the music that continues to evoke fond memories until today. Crafting a remix of this iconic track immediately struck a chord with the GCC audience, as the familiar beat and lyrics, now with a fresh twist, instantly pique their interest.
With clever edits and seamless transitions, the video takes the audience on a journey with the band, as they go from the hotel to Yas Marina Circuit and then embark on thrilling rides at Warner Bros. World™, Abu Dhabi. The band is seen dancing alongside iconic characters like Bugs Bunny amongst others in the world-renowned theme park.
The band is also seen relishing the adrenaline-pumping rides at Ferrari World Yas Island, Abu Dhabi, and having a splashing good time at Yas Waterworld, Yas Island, Abu Dhabi. They groove in front of the region's largest aquarium at SeaWorld® Yas Island, Abu Dhabi and engage in an epic dance sequence while strolling with kids at Yas Bay.
This video paints a vibrant and positive picture of Yas Island, showcasing all its famous attractions in a groovy video set to a catchy song. It creates a connection with the location and ignites a desire in people to visit and experience it for themselves.
Yas Island’s GCC campaign connected with every audience in each market across the Gulf. Its success was crystallized in positive sentiments and engagement towards the brand, flooding in favorable online comments and increased interest in Yas Island’s offerings. Not only did we build positive brand affinity, but we also utilized our strategic communications approach to leverage a key opportune season and to increase visitation numbers, resulting in a double-digit growth in GCC visitation vis-à-vis 2022.
Campaign results:
- 538M impressions, 147K shares and 315M online video views
- 100+ local and regional organic and agency generated media clippings, including leading titles across the GCC such as: Al Ittihad, Al Bayan, Time Out, Campaign ME, Arab Ad, Al Wahda, Al Riyadh, Kuwait Press, Jamalouki, AlAnba and an exclusive in leading lifestyle magazine Destination KSA
- Generated 679% engagement rate and 76% higher link clicks compared to ‘Yas Yas Baby’
- The campaign generated a total reach of 236M and an AVE of $1.9B across the GCC
Nomination Title: Yas Island, Abu Dhabi - GCC Campaign
