So I was gonna write about a different marketing campaign and strategy that i’ve been mulling over the last couple of months, but here we are, had to drop in while its hot with the new Miami content / collab with Yas Island.
Hats off to Yas Island for always making a splash with their content, direction to be fun and relevant. The Chief Island Officer campaign that has been going on for a few years now with prominent hot celebrities always ensures Yas is on top of mind and makes people look forward to who’s going to join the campaign next.
But for a second year in a row, Yas Island has collaborated with Miami Band. And if you grew up in the Middle East and the GCC, you would know who the Kuwaiti Miami band is, as a millennial, I grew up listening to Miami.
So what’s the charm all about? Why does their ad collab work? Why did they ramp up +40 million views on Youtube last year and we’re on day 2 of the new ad and we’re currently at 2.4 million views?
4 reasons why the campaign works:
Fun strategy
Yas Island, a leisure island that boasts theme parks and water parks, hotels, restaurants, malls, and more is a hot spot for families. The perfect family holiday / weekend that everyone can enjoy. Showcasing what the Island has to offer for the whole family is part of making it the ideal spot for people to consider a trip to the island.
You’re not talking to the kids only, you’re ensuring that both the adults and the kids are as interested in the island. Everyone needs to be happy, there’s something for the whole family.
Considering Miami the band for the collaboration hits the core target audience, which i’ve included below.
Relating to the audience
Reflecting on the audience and the relevance of Miami in this particular point is important. Core target audience is Millennials + Gen X, and you’ve got the Gen Z and Alphas. Gen X and Millennials are currently sitting in the parents / adult section while younger Gen Zs and Alphas are attending with their families.
Nostalgia is key for the Gen X and Millennial audience while the relevance has also been built since last year with the collaboration with Miami Band as they recreated one of their famous soundtracks for Yas. And for a second year, Miami plays yet another famous song and creates new lyrics for this year’s track.
For the kids, it’s learning these ‘new’ songs that their parents used to listen to and grow up dancing to. Miami band always engaged various age groups in their music videos, they’re famous for their lively interaction and feel good dance good music.
Using Miami, targets the Middle Eastern and GCC target audience, speaking directly to them through a nostalgic and fun note.
Medium: A song that sticks around
The choice of band, the choice of music is key. Last year’s Hamdilla W Shufnakom was one of the biggest hits for the band. And this year’s Aaashow is yet another famous track that people still sing and dance to +20 years later. Making the songs more ‘Yas’ is relevant for the ad, the campaign and the strategy overall; the parents know the tunes, but the new generation will have a new lyric to learn and keep Yas on top of mind.
Seasonality: Welcoming summer
Dropping the ad just in time for Eid and summer plans, families within the UAE can make their plans accordingly, but others in the GCC can consider Yas as a destination and book their trip throughout the next 2 months. Again, staying on top of mind, the choice of visual aid in the ad itself encourages everything summer, showcasing the beach, the theme parks etc.
It’s quite refreshing to see content that hits more than one target audience, speaking directly to the inner child of a millennial, creating affiliation with more than one generation and showcasing the essence of Yas Island, making the experience fun for everyone.
Dee xx
Image credits: msn.com
To watch the full ad
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