Yango’s latest campaign Technologia campaign, created in collaboration with DUCKLIFE, was designed to consolidate the brand’s growing portfolio under a single creative idea, bringing together ride-hailing, car rentals, an AI assistant, Yango Play and autonomous delivery. Rather than spotlighting individual services, the work positioned YANGO as a broader technology ecosystem built around what the brand describes as life-shaping technologies.
According to Lauren Tuckerman, Managing Partner at DuckLife, the intent was to reinforce how these services sit together under a shared technology-led proposition. “Yango’s goal was to create a campaign that brought together all of their products and services and reinforce YANGO’s brand as an innovative ecosystem with life-shaping technologies,” she said, adding that the idea centred on placing everything “under a commitment to life-shaping technologies, or as we call it, Technologia”.
The campaign drew directly from the viral “technologia” sound bite, using an existing social media moment as its creative anchor. That origin shaped both the tone of the work and its media strategy, with social platforms forming the primary channel for rollout. The campaign was supported by Yango’s CRM channels, amplified through influencer activity, and picked up organically across regional digital platforms including DXB Bible, Dubai Pike and Smashi Business.
“The campaign was rolled out primarily across social media and integrated into the brand’s CRM channels,” said Tuckerman. “It was further amplified through influencer marketing and gained coverage across several regional media platforms.”
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Running for three weeks, the campaign is set to return as part of future activations.
In terms of audience, Technologia took a broad approach. Running across the UAE, the work was intended to speak to Yango’s varied user base, from its ride-hailing audiences to content users on Yango Play, while bridging Arabic-speaking and expat communities through a shared cultural reference point.
“This campaign ran across the UAE and was broad in its targeting,” Tuckerman said. “From its content audiences with Yango Play to its ride-hailing core audiences, the aim was to bring together both Arabic-speaking and expat audiences with Hussein’s iconic sound bite.”
The decision to remain social-first was driven by the origins of the idea itself. “Given that ‘technologia’ was a social media sensation, and still continues to be, it was inherently focused on social media to carry the content through its native home,” she said.
The campaign was led by DUCKLIFE, which handled the concept, art direction, casting and production direction, working with cinematographer Jad Saabi on production and execution. Hussein, whose viral clip inspired the campaign, fronted the work, with his sound bite forming the creative spine of the idea.
“The campaign concept rested on Hussein’s epic ‘technologia’ viral sound bite and he was the star of the show,” Tuckerman said. “His charisma, presence and humour carried it all.”
Performance metrics have not yet been disclosed. “We’re still finding out,” said Tuckerman. “So far, it seems to have resonated and reached the volume we’d hoped for. Actual metrics haven’t been shared yet, and it looks like the campaign isn’t done.”
Credits
Client: Yango
Creative: DUCKLIFE
Production: Jad Saabi
