StickyGinger has developed a new approach for Yas Marina Race Week’s marketing collateral.
Race week has been showcased through human-centric imagery and Yas Marina was looking for a bold, fresh way to narrate their stories through visuals and animation, across out-of-home, digital, and social.
The venue aims to cut through the busy season’s communications and ensure the messaging stood out amongst its competitors with clear and defined communication, building on a brand narrative.
In a playful response to Race Week’s ‘Go All In’ message, StickyGinger flipped the narrative to develop an illustrative campaign for use across both static and animated assets, capturing the ‘Go All Out’ spirit of Yas Marina during Race Week with visuals inspired by the glamour of Riviera socialists and the Mediterranean sunsets.
The campaign’s visual identity was expressed through 3 contrasting key visuals and mapped against the core pillars of Dock, Dine and Discover.
Understanding the myriad target audiences to be reached and engaged, the artworks featured lively outdoor drinking, dining, and upbeat party vibes in bursts of deep blues and warm reds, with a nod to the excitement of F1 through a mix of elegantly cursive and heavyset automotive type styles.
The inclusion of key landmarks such as the Yacht Club and Shams Tower, ensured the messaging and location were aligned at all times and each scenario was reflective not only of the brand pillars and offerings but of the nature of the marina itself.
Lucy Freeman, co-founder at StickyGinger, said “We take pride in our ability to seamlessly blend a brand’s identity, and its values and combine them with our creative ideas to deliver memorable, results-oriented campaigns for our clients.
“We’re thrilled to be working with Yas Marina, Abu Dhabi, and are proud to showcase the dynamic design, and strategic direction that our team is renowned for delivering on behalf of world-class brands. We are committed to pushing creative boundaries and demonstrating our unconventional capabilities to support regional brands like Yas Marina to make an impact on a global scale.”
The campaign used a 360 communication strategy, using various channels such as social media, digital billboards, banner ads, and PR.
This comprehensive approach included printed out-of-home (OOH) advertisements across Yas Marina, a laser show with the campaign animation, coverage in leading publications, digital ads, extensive social media, and a weekend hosted by popular radio personalities.
The overall look and feel were designed to appeal to a diverse demographic, captivating F1 fanatics as well as family audiences, with lively, animated graphics.
