Al Wakrah Bus

The Task

In order to create awareness about the inauguration of Al Janoub Stadium in Al Wakrah – the first purpose-built World Cup stadium to open in Qatar – a promotion campaign was to be created to travel to various locations in Qatar and engage residents, locals, communities and fans across the country.

The Solution

As the centerpiece of the campaign, the ‘See You in Al Wakrah Bus’ was created as a mobile, interactive platform to engage fans and create buzz in various places and on digital and social media.

The campaign ran prior to and during the stadium opening as the Bus travelled around Doha and Al Wakrah visiting a wide variety of public spaces and schools.

The bus incorporated a range of content-generating stations, augmented reality providing information about the new stadium and live performances designed to attract a crowd and create excitement.