New campaign debuts at Formula E season-opener in Diriyah

As the Official Airline Partner of the all-electric street racing series, we developed and executed Saudia’s launch of its new Take Your Seat campaign connecting fans around with world with the sport they love. The campaign features exciting new Formula E content, the chance to win the ultimate international race hospitality experience, and the opportunity to redeem new loyalty benefits and better rates for travel to Championship races in iconic world cities with Saudia and its SkyTeam Airline Alliance.

The campaign saw a collaboration with our Digital and Data team for the first time in the region. The two teams were able to bring Saudia’s partnership with Formula E to life by creating a new ‘digital hub’ at where fans are able to discover the different generations of Formula E’s racing cars through an augmented reality 3D experience, enter a competition to win a VIP trip to an E-Prix of their choice, digest exclusive content around race day and have the chance to sign up to the Saudia loyalty program ALFURSAN to receive up to 5000 reward miles.

Early reports show that the launch has been highly successful, with over 379,000 users sent to the digital hub and over 15,000 entries into the competition, with an excellent conversion rate of 64%.

Our Middle East team also traveled to the Kingdom of Saudi Arabia to deliver three fan activations; one at Saudia’s Headquarters in Jeddah, another at Riyadh airport and one more at the stunning DISCOVER-E ZONE at the E-Village of the Diriyah E-Prix. The team also oversaw Saudia’s hospitality guest management at the BOSS | EMOTION CLUB.

The DISCOVER-E ZONE was the highlight of the E-Village and welcomed more than 2500 guests who were given the opportunity to race the Diriyah circuit in a Formula E car, land a Saudia Boeing 787 Dreamliner and enrol with Saudia’s loyalty program and digital hub.


Users sent to digital hub


Competition entries


Conversion rate