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 a hilarious, mock argument about who got to board the aircraft first.
Suddenly, synchronised dance crews found their place in the middle of the shopping centre’s atriums, music started playing, and a crowd gathered around the spectacle
Each crew, repping a different side of the boarding brawl, swept in and claimed their man, erupting into a full-blown dance battle to the upbeat rhythm of ‘Aachaw’.
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Flash mobs were a viral trend in the 2010s, when the concept of virality was a budding phenomenon. However, in recent times, the concept has taken a back seat to newer OOH engagement tactics like fake out-of-home and CGI marketing videos.
The appeal lies in the concept’s shock-and-awe factor, which is captured in the faces of passersby in the image above
Yas Island Abu Dhabi confirmed this when they said the lively performance was crafted with the aim of offering a taste of the excitement and entertainment of the destination. Using the 2010s trend as a marketing tool was an effort to appeal to guests of all ages.
