Campaign became Yas Island’s most successful advertising campaign in destination’s history, being shared by audiences 21,000 times over social media
Yas Island Abu Dhabi, one of the world’s leading leisure and entertainment hubs, has seen incredible social media results following the conclusion of its viral iconic campaign, Stayin’ on Yas. Following three friends as they channelled the Bee Gees in a staycation like no-other on Yas Island, the sixty second spot saw 16 million total online views while live for 10 days only, making it the most successful advertising campaign, in terms of audience reach, in the destination’s history.
The campaign, which used the iconic music of the British band, the Bee Gees, as its core creative concept, saw marked social and digital results within the first week of its launch. With 3 million views over Instagram and 1.4 million over YouTube, the campaign gained significant traction among UAE audiences targeting staycation visits. The campaign was shared over 21,000 times on social media, making it a truly viral campaign.
Liam Findlay, General Manager at Experience Hub – Yas Island, commented: “This incredible set of results speak for themselves: Stayin’ on Yas was a resounding hit with UAE audiences. As a destination, we have worked hard to ensure that Yas Island is top-of-mind for UAE residents when wanting to book a staycation. With our plethora of activities across the Island – the world’s fastest roller coaster at Ferrari World Abu Dhabi, its tallest indoor climbing wall and widest skydiving chamber at CLYMBTM Abu Dhabi, or its largest indoor theme park at Warner Bros World.TM Abu Dhabi – Yas Island packs a punch for all visitors.”
The campaign came following research into over 3,300 individuals across the UAE, revealing that 37.1% look to spend time with their family members, that over a third are looking to relax while on a staycation, and that 42% considered a beach a ‘must-have’ when on staycation. Over 25% of respondents shared that they wanted to have fun when on staycation, with 34.1% of under 24s listing fun as their top priority. Over a quarter also revealed that safety assurances were critical when considering a staycation destination.
Continuing, Findlay said: “These results underscore that, post pandemic, UAE residents are keen to enjoy a vibrant, multi-activity staycation, and Yas Island delivers that in spades. Our research of audiences in Dubai and Abu Dhabi is indicative of the broader sentiment among those living around the nation, and we are proud at Yas Island to offer products catered to that and more.”
Stayin’ on Yas was launched on social platforms on 27th July 2021. The campaign was developed by the creative agency Momentum UAE, with support from Dejavu and Starcom.