Is this 2010s trend making a marketing comeback?

posted on Jul. 04, 2024 at 2:57 pmJul 5, 2024

Yas Island is bringing flash mobs back with its latest marketing stunt.

Yas Island takes over The Avenues Mall in Kuwait and Panorama Mall in Riyadh with a flash mob

Yas Island Abu Dhabi and Miami Band stunned audiences with a flash mob performance last week in Kuwait and Riyadh.

Dancers carried out their choreography to the Arabic song “Aachaw,” which has been used to promote the destination across its social media platforms. The flash mob took place on Saturday, 29 June, against the backdrop of a Yas Island travel counter in the middle of the shopping centres.

The scene unfolded with a playful narrative. Amid a bustling airport, two characters went head-to-head in

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the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.