Y marks the spot!
Yasalam is the vibrant festival at the heart of the Abu Dhabi F1 Grand Prix.
I pitched a campaign concept – “Y marks the spot” – that aimed to drive engagement and attendance to the events that were part of the broader festival experience. As part of the pitch, I also designed a few key visuals for the campaign creatives (website, social media, google ads).
Tools used: Adobe Photoshop, Adobe Illustrator
The core message, “Y marks the spot” positions Yas Island in Abu Dhabi as THE place to be!
The messaging spans across the three main activations of the festival:
Get Driver Fit
Emerging Talent Competition
After-race Concerts
Get Driver Fit
Join us where the movement is… #Ymarksthespot.
To boost attendance and create buzz around this event, I proposed an on-site “treasure hunt” with a special prize (read on to find out what it is) for the winner. The concept was designed not only to entertain but also to encourage user-generated content across social media platforms.
Treasure Hunt Mechanics:
- Clues were exclusively revealed to attendees at the fitness events.
- Participants needed to post their answers on social media to earn points—driving online engagement and amplifying event visibility.
- The more events they attended, the more clues they received and the more points they could collect, incentivizing repeat participation.
Emerging Talent Competition
Join us where the talent is… #YMarksTheSpot
To generate excitement and public engagement, I proposed spotlighting the Emerging Talent Competition (ETC) as a platform for rising stars – posts could showcase the success of past ETC winners, emphasizing the competition’s prestige and inspiring participation from new contestants.
To keep engagement going once the competition commenced, I suggested using a digital ballot entry system that opened after each round of the competition. Every vote that was cast would gain an entry to a draw for a special prize (revealed below).
After-race Concerts
Join us where the music is… #YMarksTheSpot.
Promoting the headlining artists ahead of the event was an obvious opportunity to drive race day ticket sales.
In addition, I proposed leveraging the concerts as the grand prize element across other activations. The “special prizes” at events like Get Driver Fit and the Emerging Talent Competition would include tickets to the concert and a Meet & Greet with the headliners!
This cross-promotional approach was designed to tie all the experiences together, encouraging broader participation and maximizing overall engagement across the campaign.
Google Ads
Website
