To attract fans at the UEFA Euro 2024 tournament in Germany, we created a multi-tier beach club showcasing Doha's premium holiday experience with interactive elements and traditional Qatari hospitality, while meeting strict sustainability criteria.
Challenge
With fans and established brands from all over Europe descending on Germany for the beautiful game, how could we ensure they noticed, engaged with and most importantly considered, a premium, middle-eastern holiday destination?
Insight & Strategy
Beach clubs are a big pull for European's looking for a premium beach holiday and we knew Doha had them in spades. So we brought the beach club vibes in a series of eye-catching builds, across the two official fan zones in Munich and Berlin, to elevate the live viewing experience and give fans a taste of what a holiday in Doha looks like.
Solution
We designed a unique, multi-tier beach club offering the kind of interactivity we knew would engage fans while delivering a quintessential Qatari experience. Guests could have a photo opp as Messi lifting the Cup in the Lusail Stadium; play table foosball or footvolley on sand and experience VR fly-throughs of Qatar hotspots and traditional Qatari games. The top floor offered fans an opportunity to escape the crowds and experience the world famous Qatari hospitality with local music and soundscapes, Arabic coffee and delicacies. All visitors were able to fill out postcards for family and friends with key landmarks on, as well as getting a traditional Sadu patterned, woven bracelet. Important to onepointfive was hitting all of the strict sustainability criteria set by the Fan Zone organisers - from the carefully considered materials we used, to the catering and logistics.
Impact
Visit Qatar achieved an uplift in consideration for visiting the region from a total of 49,192 physical engagements across the 31 live days of the tournament, with tens of millions seeing the activation via TV broadcast. The activation was held up as the “best-in class” example for sponsors that are looking to activate for the UEFA Champions League Final 2025.
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