Brands around the globe are creating fun and exciting activation campaigns for their products and services. These brand activation campaigns have the power to create an emotional attachment with the brand or product while engaging the target market through all their senses in innovative ways.
Hence the launch of the LAVA Brands’ “YAS LIMO ACTIVATION” campaign in November 2015, the fleet of two Limousines were used as mobile billboards to enhance Yas Island’s brand exposure, while maintaining a high-impact and cost-effective way of promoting Yas Island and its assets (such as Ferrari World, Water world, Yas Marina Circuit, Yas Links, Yas Marina, Yas Beach, Yas Plaza Hotels, among others).
At first LAVA Brands designed the wrapping for the limousines. The design was inspired by ‘Yas Island Tunnel Design’ (over 600 meters hand drawn wall graphics – also a LAVA Brands creation) in order to maintain consistency with the overall brand experience while promoting Yas Island as a key destination for entertainment through its diverse and exciting offerings.
The inspiration for the tunnel design was that Yas Island and its assets are an extraordinary “dreamland” for fun, enjoyment. One limo is considered in such a way that to show the energetic part of the Yas Island (Ferrari World, Water World) and the other limo designed to show the lifestyle and relaxation part of the Yas Island such as Yas Mall, Yas Links Golf Course, Yas Beach.
Next we choose strategic locations in UAE where the Limos would be actively driving around and parked to interact with the target market. During hustle and bustle of the weekends, promoters and performers entertained the public and invited them to take a photo with the limos. They also encourage them to post those photos with hashtag Yas Island (#yasisland) on social media channels (Facebook/Instagram/twitter) so that they may participate in the social media contest to win valuable prizes.
The combination of vehicle branding and the digital contest campaign helped to generate awareness of the Yas Island and its assets among the targeted audience (UAE). As a result, traffic to the Yas Island website and number of local visitors to the Yas Island increased in the considerable amount during the activation period. Also the interaction and engagement on social media created a buzz around the campaign and increased Yas Island’s social media followers by an amazing 20%. Thus we can say that our Yas Limo interactive campaign created fun and excitement while placing the many unique offerings of Yas Island top of mind.