With unlimited content sources to sift and choose from, we can easily get distracted. That’s why today’s most successful brands embrace engaging, creative marketing experiences powered by advanced technology, dynamic personalization, and innovative design.

In a new kind of brand engagement, Qatar Airways’ latest AI Adventure campaign uses the classic love-at-first-sight plot in a three-minute video to connect with its audience. Viewers can immerse themselves in the story using face-scanning software and AI to join the emotive scenes, in which a man meets a beautiful actress, but she’s quickly separated from him by her friend, and one of her earrings falls while leaving. The story follows the characters as they embark on a journey, travel on Qatar Airways flights, and finally reunite at Hamad International Airport, Qatar.

STARRING IN THEIR OWN ADVENTURE

So, how does this campaign add value to a customer? By allowing people to partake in the jet-setting adventure, it brings them closer to the brand.

“Using AI technology, we have created a unique brand experience, highlighting our commitment to redefining passenger journeys. It’s not just about telling a story but [about] allowing our audience to be part of it personally,” says Babar Rahman, senior vice president of marketing and corporate communications at Qatar Airways.

“This campaign uses innovative technology to bring people even closer to the brand in ways never seen before,” says Rahman, adding that the new campaign strengthens the airline’s connection with the audience and is a cornerstone of Qatar Airways’ broader marketing strategy that emphasizes innovation, personalization, and excellence.

Let’s remember that stories are easier on the ears and eyes than detached advertising taglines are. Studies of human psychology have found that if we are told something through narrative, we are more likely to relate to the message, absorb it, and remain engaged from start to finish. For a brand to appeal to consumers and replicate this empowering engagement, its content must tell a story, and this video campaign draws viewers in, making them part of the narrative.

“The AI Adventure is not just about telling a story but [about] making people part of the story in a way that is real and personal—and this connection with the people is the point of difference,” says Rahman.

He adds that inviting the audience to star in their own adventure is a unique integration of AI technology with emotive storytelling that creatively bridges the space between passive viewers and active participants.

While solidifying Qatar Airways’ commitment to a customer-first approach by offering a personal and memorable interactive experience, Rahman says the campaign demonstrates how “AI can be seamlessly integrated into an immersive brand experience without losing the personal touch that defines our brand.”

CRAFTING EXPERIENCE

The primary aim of a campaign involving this magnitude of innovation is to craft experiences that stay with consumers long after their participation.

“The AI Adventure is designed for effortless customer engagement, and once they try it, we’re sure that people will want to talk about it—which we all know is the best response for a brand,” says Rahman.

What makes this campaign remarkable is the high level of audience engagement. The fact that consumers actively participate in creating the story showcases the power of involving your audience in interacting with your brand. Giving them a compelling story motivates them to share it on their own.

Storytelling is all about integration.

Here it’s important to highlight that the airline’s new campaign shifts from using the standard “beauty” imagery to leveraging AI to place people’s faces into its ad, with skin tone options, demonstrating the brand’s relevance for “all” consumers. This underscores the importance of inclusivity and celebrating audiences of different ethnicities.

Emphasizing Qatar Airways’ embrace of diversity, with passengers from all over the world, Rahman highlights that this integration was a cutting-edge innovation at the time, seamlessly enhancing the overall travel experience.

Qatar Airways has constantly experimented successfully with its marketing strategies using emerging technologies. In 2022, the brand stepped into the metaverse by launching QVerse, an interactive digital experience that gives customers a virtual glimpse of what a physical travel experience through Doha’s Hamad International Airport and aboard a Qatar Airways flight might look like. Visitors to the QVerse are guided by Sama, a trusted virtual flight attendant, travel partner, adviser, and assistant.

AI REVOLUTIONIZING AVIATION MARKETING

Rahman says AI is poised to revolutionize aviation marketing and customer engagement by providing unprecedented personalization and efficiency.

For Qatar Airways, AI will facilitate more personalized experiences, enabling highly targeted marketing and personalized travel recommendations and increasing customer satisfaction and loyalty through tailored offers and interactions.

The advanced technology will enhance customer service through chatbots and virtual assistants to offer real-time support, streamline bookings, and address queries; anticipate travel trends, optimize routes, and handle potential issues proactively based on predictive insights; and generate engaging, interactive content, such as personalized videos and ads, making marketing campaigns more impactful.

“AI will enhance operational efficiency, from flight scheduling to maintenance, contributing to a more reliable and streamlined service,” adds Rahman. “And by analyzing customer data, AI will provide actionable insights, helping us refine marketing strategies and improve service offerings.”

The advancement of AI represents a transformative shift in the aviation industry, according to Rahman. By harnessing AI’s capabilities, airlines can elevate the travel experience, making it more personalized and engaging.

“As we’re always on the forefront of innovation, we want to ensure that tech isn’t used just for the sake of it but rather . . . to enhance the customer experience and bring our audience closer to the brand in a way that feels personal.”

Campaigns can weave an authentic, transparent, consistent narrative to reach and resonate with people in the crowded media landscape. And using advanced technology like AI to creatively reach customers where they are and when will be vitally important.

Rahman emphasizes that the airline will keep building connections with its audience that will serve as a reminder of their fun, personable experience with the brand and further cement the brand’s identity in their minds. “This personal connection will solidify the exceptional customer experience the audience can expect in each aspect of their digital and in-person journey with Qatar Airways. And that is how you do digital storytelling in this day and age.”