Qatar Airways
ACTIVATION
Le projet
EURO 2020 ACTIVATION
For the European Championship (UEFA Euro 2020), Qatar Airways, one of the official competition sponsors, wanted to ensure the best possible visibility among fans in the cities where the matches were being played, in the city centres (fan zones) and in the vicinity of the stadiums. This was achieved through a set of experiences for the public that combined technology with art, all living and breathing football!
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THE FORMAT
Two stands open for a whole month (London and Rome) with a football freestyler who performed on the stand but also on the main stages of the fan zones, giving the brand maximum visibility. The GOALKEEPER activity, a VR activity in which the participant plays the role of a goalkeeper who has to stop shots on goal. A photobooth so fans could have their photo/GIF taken and share it on social media. Giveaways of goodies (hand clappers and travel cushions) which took place in the fan zones but also in the vicinity of the matches on match days with a reinforced presence for the occasion (London, Munich, Rome and Saint Petersburg).
THE RESULT
31 consecutive days of activation
15,000 goodies given out
25,000 visitors in the stands
FIFA ARAB CUP ACTIVATION
FIFA ARAB CUP ACTIVATION
Qatar Airways, official sponsors of the FIFA ARAB CUP in Qatar, wanted to create the best possible experience for football fans in Doha. This was an opportunity for Qatar Airways to gain greater visibility and enhance its reputation as the best airline in the world. The primary aim was to promote not only the company but also Qatar as a prime tourist destination.
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THE FORMAT
Throughout the competition, we put on various activities:
• A football freestyler who performed on the stand but also in the fan zones, giving the brand greater visibility.
• A VR activity: Participants play the role of a goalkeeper who has to stop shots on goal.
• A photobooth so fans could have their photo taken and share it on social media.
• Table football for groups of friends to enjoy a game.
• Giveaway of goodies in the fan zones as well as around the stadiums.
• A bar with QR sales representatives to promote and assist Privilege Club customers
• A make-up artist to paint fans’ faces with the flag of the team they supported.
6 VIP Skyboxes, in 6 stadiums in Doha, 100% customised and branded in the colours and styles of QR.
