Activating Qatar Airways’ sponsorship of the FIFA Club World Cup to deliver enhanced brand awareness, brand visibility and deep fan engagement through clever and visually striking content.
Develop, evolve and amplify the Qatar Airways’ sponsorship on social and digital media, through innovative and engaging content pre-, during- and post-tournament. Deliver value for Qatar Airways’ sponsorship by leveraging their rights to provide fan engagement and brand awareness.
With Qatar Airways holding many partnerships within the football arena, including the 2022 FIFA World Cup, activation of the 2020 FIFA Club World Cup was a chance to test working relationships with Qatar-based clients and prove that Fifty Digital could deliver top tier tournament and coverage. This included an awareness of existing partnerships and political sensitivities to ensure our work was fully aligned with Qatar Airways as a business.
A ‘first class’ football experience
To make Qatar Airways stand out as a key partner of the FIFA Club World Cup, we focused on delivering dynamic and wide-ranging creative while always including a nod to air travel to make the content distinctly ownable. We prepared a clear content map covering before, during, and after the tournament, and developed bespoke templates to be used for fast, reactive content during matches. All key content was also re-designed into Arabic for use on Qatar Airways’ Arabic channels. In addition, we activated a series of AR Instagram filters for each club, to engage fans unable to attend the matches. Finally, we worked on a detailed paid plan to ensure all content was seen by the target audience and the client’s priority measurable of channel growth was met.
In the month-long project during the FIFA Club World Cup, Fifty Digital content produced the following results:
209.6 million impressions
40.3 million engagements
52.4 million video views
251k community growth
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