Seat F1

To activate Qatar Airways partnership with Formula One we created ‘Seat F1.’ A fully integrated campaign to put the brand at the heart of the sport. The campaign began life as a social competition to win the seat on Qatar Airways flights to selected Grand Prix’s, where the customer would receive a F1 inspired menu, branded race suit pyjamas, paddock passes and a whole host of other experiences. But that was just the start as your Seat F1 boarding pass unlocked an array of ‘money can’t buy’ F1 experiences. From a seat in a hot lap, front row seats at exclusive F1 events, grid walks, a seat in a F1 car and of course a seat with the best view of the action. The seat became the hottest ticket in F1.

To drive more fame for the initiative we teamed up with the world’s most popular TikTok star Khaby Lame, with the content creator experiencing first hand just what it’s like to sit in Seat F1.