Innovative campaign concept cuts through the clutter to drive massive interest to Yas Island’s summer offer
To promote its Kids Go Free summer offer, Yas Island, Abu Dhabi’s top leisure and entertainment hub, created a series of fun videos featuring toys as spokesmen, emphasizing the need for them to take their own holiday! The Toy Talks video series strives to emotionally connect with both children and adults via relevant humour of life behind bars, as seen through the eyes of toys.
Each video, which was inspired by the popular children’s film Toy Story and Ted Talks, highlights a variety of 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 have been confined to their homes due to lockdown measures in place since last year.
As restrictions loosen and guests return safely to Yas Island, the toys emphasize the area’s Kids Go Free summer offer, urging families to take advantage of world-class entertainment while letting the exhausted toys to have their own vacation at a destination unlike any other.
The sentiment-driven campaign, designed by production studio Dejavu and conceptualized by marketing firm Momentum UAE, is already breaking through the cacophony of summer advertising with its emotive message that all youngsters can relate to.
In the first week, a series of three fun movies were uploaded on Yas Island’s social media platforms, resulting in a 149 percent rise in visits to the yasisland.ae website and more than a 200 percent spike in package searches – four more videos will be presented in the coming days.
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. “
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