Breaking the mold
For Sputnik Floyd, producing a tourism ad for Ras Al Khaimah, one of the UAE’s seven emirates, couldn’t be more of the same old horizontal format or the tired cliché of a postcard paradise ad. Promoting this destination in a fresh and different way and reaching both Middle Eastern and international target markets had to go beyond the traditional tropes.
Before conceptualizing, our team took some statistics into consideration: in a population of 9.94 million, a whopping 97.6% of the people in the UAE are smartphone owners, compared to 68.6% that own a personal computer. On a global level, meanwhile, of the world’s 7.84 billion inhabitants, 91% own a mobile, while 64.4% of the population in developed countries have a computer.
The numbers translate to a clear insight – when it comes to communication, traditional media (TV, computers) and their horizontal formats are increasingly outdated. The era of vertical is now truly upon us and firmly established in consumers’ minds.
Another important trend taking shape recent years is the vlog format. More smartphone users are looking to consume content where they can follow the adventures of their favorite influencers. Globally, more than one in two users watch vlogs and 42% get travel inspiration using smartphones. What’s more, 75% of active Instagram users are likely to make purchasing decisions/destination choices after seeing video ads.
All of this data, including our research and the desire to reach users in an efficient way, enabled Sputnik Floyd to generate and implement a new concept – the social media takeover.
Setting Ras Al Khaimah apart with breakthrough communication
For most people, the UAE is the embodiment of bling. A place where skyscrapers, world-class shopping, fancy cars and luxurious living are the defining attributes. In fact, Ras Al Khaimah is a great example of how much more the country has to offer. The emirate is well on its way to become THE destination for people seeking adventure and sustainable tourism.
With a cultural heritage and rich history spanning more than 7,000 years, as well as diverse landscapes that include beaches, deserts and Jebel Jais – the UAE’s highest mountain with a peak at 1,934 meters above sea level – RAK is a truly unique destination.
For one, Jebel Jais is a destination within a destination. Each of its peaks houses a variety of thrilling attractions such as the Jais Sledder and Jais Flight on the world’s longest zipline, in addition to outdoor, action-packed and sustainable activities like paragliding, base jumping, mountain biking and plenty more.
We have also teamed up with a group of 16 influencers from all across the globe – the UAE, Saudi Arabia, Russia, Spain, Austria, Australia and Germany – to help us set up and launch the Jebel Jais Takeover Campaign. They incude models, DJs, lifestyle bloggers, TV/radio presenters, racing drivers or top athletes – @JessicaKahawaty, @EnjyKiwan, @FionaErdmann, @TheSteerman, @KrisFade, @FuerstMarco, @DaniRoman_, @Khalifa_AlGhafri_UAE, @ArabianGazelles, @ByBerice, @DanyNeville, @RahaMoharrak, @SherifFayed, @Angelina, @Margarita.Tsvetkova and @Julia_Korf_.
We chose people from such varied backgrounds who have very different interests and lifestyles for a simple reason: Ras Al Khaimah – Jebel Jais included – offers such a wide variety of activities and landscapes that no matter where you come from, who you are or what your preferences are, there’s something for everyone here.
It is the ideal way to promote the natural wealth and diversity of Jebel Jais, and more broadly, everything that Ras Al Khaimah offers to both residents and visitors.
A multifaceted campaign
Our approach to the Jebel Jais Takeover campaign combines creativity, innovation, influencer power and modern communication methods. The ad – designed as a mobile takeover – features people enjoying a chance to follow our influencers, who are spending a weekend in Ras Al Khaimah/Jebel Jais.
Upon loading up the video, audiences get the impression that their own smartphone has been taken over. Our intention was to create a powerful way of capturing their attention during the first few seconds of the video, which is key in creating effective visual communication, especially considering the fact that most of us have quite a short attention span nowadays.
Viewers will also feel like they are seeing the smartphone screen of one of our influencers. From WhatsApp chats and Snapchat stories showing all the fun they’re having, to live videos and Instagram posts set in stunning locations, and TikTok or Facebook content, audiences will be able to keep up with the influencers’ adventures and the countless activities they are enjoying in Ras Al Khaimah.
In other words, the campaign is based on real user behavior, which is exactly what makes it so impactful. It is inspired by how we share moments and experiences on a daily basis via social networks, home to most of our entertainment, hype, invites and intriguing content.