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Qatar

Nation Branding for Public Diplomacy

  • Government
  • Branding
  • Paid Media
  • Video

Goal

The State of Qatar partnered with NJI UK to amplify Qatar’s global recognition, change perceptions, and foster deeper connections within the international community. Our goal was to inspire curiosity about Qatar’s rich history and future through captivating storytelling, employing both film and imagery. We launched a nation branding campaign to highlight extraordinary people from Qatar and showcase the nation’s unique cultural and economic pillars.

Results

The campaign engaged over 749 million people across markets in the United Kingdom, France, Spain, and South Korea. Performance metrics exceeded every benchmark, on every platform, and in every country as a result of targeted placements, localization, and eye-catching visuals that work with and without sound. The campaign scaled 340% beyond digital impression benchmarks, 488% beyond social media impression benchmarks, and achieved a 35.5% higher video completion rate than targeted. Remarkable month-over-month growth highlighted the extraordinary powerful creative.

86.9M

Video Views

340%

Surpassed Impressions Benchmark

882K+

Digital Ad Clicks
A large digital screen at Piccadilly Circus in London displays an advertisement featuring a city skyline at sunset over water. A red double-decker bus is passing by, and surrounding buildings are illuminated as evening falls.
A bustling city street lined with historic buildings. Pedestrians walk along the sidewalks and gather on one side. Cars are parked along the street. An illuminated billboard at the end of the street reads, "LOOK CLOSER, WE ARE CAVTAR." Various street signs are visible.
A bustling urban scene with people walking around a Westfield shopping center at dusk. The Primark store is prominently lit-up. A brightly illuminated video display screen features a basketball player dunking. There's a carousel with red canopy on the right.
A large screen on the side of an ornate building displays an indoor pool with some surrounding architecture. Several people are gathered in the foreground, some facing away and some walking towards the camera. The scene takes place in a busy outdoor urban area.

Strategy

In partnership with EMMY Award winning director Dean Alexander, this campaign leveraged stories of extraordinary people from Qatar, connected through epic visuals inspired by the traditions, colors, and culture of the country. Focusing on unique profiles specific to various economic pillars, including art and culture, food, and sport attracted diverse audiences to each focus market. Our investment in the interview process allowed us to uncover personal, authentic stories that resonate across cultural barriers, dispel misconceptions, and compel audiences to look closer.

Final campaign assets were localized in French, Spanish, and South Korean, and strategically placed in digital, print, broadcast, and out-of-home placements including the Piccadilly Circus, Rolling Stone Magazine, Elle, Vogue, Vanity Fair, and the Financial Times UK.

425%

Increase in Digital Ad Clicks

140%

Increase in Display CTR

81.32%

Video Completion Rate
A person wearing a long, flowing black cloak walks through a shallow body of water in a desert landscape. The cloak billows behind them, contrasting with the golden sand dunes in the background against a soft, pastel sky.
Two magazines lie open on sandy ground. The left magazine's cover features a black-and-white image of a person in a textured, form-fitting dress and a large, elaborate hat. The right magazine displays an open page with an image of a person wearing a flowing dark garment, walking through water in a desert landscape.
A smartphone displaying an article from Vogue magazine rests on a sandy surface. The screen shows an image of two women on a beach and text in French, with the headline "Une saison supplémentaire..." followed by more text about fashion trends and accessories.
The campaign engaged over 749 million people across markets in the United Kingdom, France, Spain, and South Korea.
A city street at dusk with wet pavement reflecting lights. Cars drive past. A large digital billboard displays an advertisement that reads "LOOK CLOSER WE ARE QATAR" along with an image of a person standing in front of the Qatari flag. Buildings and a tower are in the background.
A bustling city scene shows a crowd of people gathered on a sidewalk in front of a grand, historic building adorned with billboards. Cyclists and pedestrians traverse the street, and vehicles, including buses, are visible. The sky is partly cloudy with soft sunlight.
An outdoor scene shows the Orange Vélodrome stadium with its curved white facade and name prominently displayed. In the foreground to the left, there is a large vertical billboard featuring a serene image of a sunset over water with a city's skyline in the background.
A nighttime view of Piccadilly Circus in London, featuring illuminated buildings and a large digital billboard glowing with an orange advertisement. The streets are bustling with vehicles and pedestrians, and city lights twinkle in the background.
A bustling city street at dusk with cars and people. A large, illuminated digital billboard dominates the scene, displaying a close-up of a person's face with a somber expression. Historic buildings with lit windows surround the street, and the sky is a deep blue.
A lone explorer clad in dark clothing is seen navigating the rugged and rocky terrain of a dimly-lit cave with a small opening that casts a narrow beam of bright light onto the cave floor, highlighting the vast, shadowy interior of the cavern.
A smartphone rests on a rustic wooden table surrounded by spices and dried fruits. The phone screen shows a video of a person with a warm smile, wearing a dark outfit, standing inside a room with colorful decorations. The video includes a "Learn more" button.
A hand gently sifting golden sand through its fingers, with sunlight highlighting the grains as they fall. The background is softly blurred, giving a warm, ethereal feel to the image.
A person runs through a tunnel with perforated walls, allowing beams of light to shine through, creating a pattern on the path. In the background, sunlight filters into the tunnel entrance, illuminating trees and greenery outside.
A man in white walks on a sandy beach at sunset towards the camera. Another man and a cameraman operate filming equipment in the foreground. The sun is setting behind the ocean, casting a golden glow and illuminating city buildings in the background.
A smartphone displaying a news article from the "Billboard" website in Spanish. The article headline mentions Erika Ender selling her music catalog to Hipgnosis. The phone screen shows the time as 14:23 and has a dark background.
A woman in a black dress and headscarf stands smiling in front of a display of colorful dried flowers in large sacks. Shelves with jars of spices or preserves are seen in the background against a rustic wall.
A person with a backpack stands outdoors at twilight with a rugged, cliff-like rock formation in the background. The person is wearing a dark jacket and scarf, looking directly at the camera. The sky is dimly lit, suggesting either dawn or dusk.
A group of people are gathered in a lush, green field with large leafy plants. They are involved in a filming setup, with one person operating a camera crane and others adjusting equipment and lighting. Tall palm trees are visible in the background.

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