Qatar Airways amplified its role as Official Airline of the Journey for the 2022 FIFA World Cup, by raising brand awareness with appealing brand content on Instagram Stories and Reels.
Established in 1993, Qatar Airways has grown to become one of the world’s largest international airlines. The industry body SKYTRAX has named it the best airline for a record seventh time in 2022, as voted by the traveling public.
increase in ad recall
increase in brand awareness
As FIFA’s official airline partner for the 2022 Qatar World Cup, Qatar Airways wanted to celebrate the universal language of football by shining the spotlight on fans and the unforgettable journeys leading up to the tournament.
Appealing brand content
Qatar Airways worked with Meta Creative Shop to create new hero brand films to reach people on Instagram in a variety of moods and mindsets, including Stories, Reels and long-form video.
The brand films showcased the journey of getting to the World Cup from all around the world, with the accompanying camaraderie, excitement and anticipation brought to life through the renowned rock anthem “We Will Rock You.” Although the videos were made to be enjoyed with the sound off, the sound-on environment of Instagram Reels allowed more people to experience the films with the power of iconic music.
The campaign ran from September 1–October 16, 2022 and was measured by brand lift study, which found:
- 13-point increase in ad recall
- 4.9-point increase in brand awareness