FIFA World Cup Qatar 2022™ VIP/VVIP guest experience programme
Entertainment, Experience and Placemaking
2021
In 2021 TSDA was approached by the team at INVNT Group to help them put together a bid for the FIFA World Cup Qatar 2022™ guest experience programme. We worked closely with the brand, experience, and programming team to create a culturally relevant, exciting, holistic solution that would deliver the ultimate emotional luxury experience.
Client:
FIFA
Services:
Cultural and creative strategy
Credits:
INVNT Group
Image credits:
n/a
Starting with the question: what does second home mean? TSDA worked with the creative team at INVNT to offer FIFA an experience for their VIP clientele that was holistically thought out. Our second home strategy was to take the creative inspiration from the simple shape of a circle and develop it into a symbolic icon. This design approach allowed for a consistent visual touch point across all applications—physical and digital—and provided the client with flexibility in terms of scope, scale, and deliverables. Our offering meant that we considered every aspect of the bid document, from naming to branding, digital to programming, staffing, and delivery.
We also provided strategic and creative consultancy for the FIFA Second Home Experience Entertainment Programme, which took inspiration from the Arabic word Thekher… meaning it’s priceless. The offering we put together was tiered across three stages: Campfire, Bonfire, and Fireworks. We provided a roster of different activities developed based on our understanding of local audiences and a deep cultural connection to Qatar.
The approach was to create a journey that would take visitors beyond their expectations. Campfire events would be small, daily engagements and touch-points. Bonfire events would be more significant experiences and memorable moments. While firework events would be enormous, exciting must-attend experiences. The activities were conceptualized with a cultural understanding of Qatar and underpinned by the notion that everyone’s personality and personal journey are singular. Still, these could be enhanced with micro experiences and journeys to outlying stadia.
INVNT were shortlisted to the final round but were unsuccessful in securing the bid.