Student Club Freshers’ Tour

Qatar Airways

The brief

Qatar Airways approached Crowd as they needed help driving awareness and onboarding more students to their Student Club programme. The Student Club is a completely free service for students that provides a host of money-saving benefits for both casual and frequent flyers such as reduced fares, additional baggage allowances, date change flexibility, complimentary super Wi-Fi and much more. 

Although the Student Club had been live for some time, it had very few users and was relatively unknown to students. The challenge to Crowd was to find a route to establish this offering to a mass student audience, convert students into users, as well as educating them about the Qatar brand and addressing any misconceptions about who they are.

How we delivered

As the campaign had three core objectives, we felt that an experiential set-up built around engagement, incentivisation and strong creatives would generate the right results. Activating at freshers’ week enabled Crowd to conduct some well-needed brand-building directly with students, as well as driving students to register with the Student Club which guaranteed Qatar instant results.

To help Qatar choose the best student events to attend, Crowd also conducted a 360 audit which profiled each university's demographics to ensure they were activating at events with a higher saturation of students that were more likely to convert into Qatar customers.

All fully produced, staffed and managed by Crowd, we created an experience centred around the ‘Lucky Suitcase’ ‒ this consisted of a locked Perspex box loaded up with prizes, ranging from coffee machines to wireless headphones. Students had to crack the code on the box so they could grab a prize. Not every student was successful in winning, but the excitement of the challenge and the range of prizes drew a crowd to the stand. As an extra incentive layer, every student that engaged with us was entered into a competition to win two return flight tickets to a destination of their choice ‒ that way, everyone walked away from the event a potential winner. To take part, students simply registered for the Student Club by completing an online application form using their own mobile phones.