Case Study

Qatar Airways - Dynamic Creative Success Story

Customer Profile
Qatar Airways is one of the world’s fastest-growing airlines, connecting more than 150 destinations every day, with a fleet of
the latest-generation aircraft, and an unrivalled level of service. Their commitment to service is paramount as their guests
travel farther and more frequently than ever before—the experience on board is an important part of the journey itself.

Campaign Objectives
Qatar Airways started working with Sojern in early 2017 to run highly targeted display advertising campaigns to in-market
travellers. The partnership began with individual campaigns, but grew over time. “Previously we’d been working more ad
hoc,” says Barbara Di Domenico, Marketing Manager UK & Ireland at Qatar Airways. “But we now work on an Always-On
basis, so we can be more proactive.”

Airlines need to be innovative to stay one step ahead in a competitive market. “We wanted to be more relevant and targeted
to our audience with our creative,” mentions Barbara, “Building a hypothesis about what people were interested in, and
serving them an ad based on that interest.” The Sojern team knew that Dynamic Creative would be a more efficient way to
deliver personalised messaging to in-market travellers and nurture them from search to booking. The Qatar Airways UK
team was eager to test and see if Dynamic Creative was right for them.

Qatar Airways and Sojern tested a Dynamic Creative campaign in the summer of 2017 and compared it to previous
campaigns with static ads in order to determine its effectiveness. Campaign goals included increasing direct bookings and
achieving a Return on Investment (ROI) of 16:1.

Sojern’s Approach
Dynamic Creative is a rich media ad format that, in real time, reflects the preferences and intent signals of a particular user.
For example, an in-market traveller may research the price of flights from Birmingham to Auckland online, for a holiday.
The user browses a few options, but does not book anything. Later, when that person is online surfing the internet, Sojern
serves them a Qatar Airways ad, which shows that Birmingham to Auckland is a route operated by the airline, complete
with real-time pricing information for their dates of travel.

How does it work? With Sojern’s rich travel audience data, predictive purchase signals, and a team of data scientists and
expert account managers who know what to do with that rich data—Sojern can use Dynamic Creative to prospect new
users who are in-market for flights, but who aren’t necessarily aware of Qatar Airways offerings. Sojern passes departure
and/or destination targets to their Dynamic Creative partner Adacado, which pulls in the tailored elements to the ads. This

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Case Study
helps Qatar Airways drive incremental brand awareness and zero in on new customers who are more likely to convert with
a direct booking. With Adacado, Sojern delivered ads based on class of flight preference as well. So creatives for business
travellers showcased premium pricing, as opposed to the lowest fare economy price.

Dynamic Creative is incredibly effective because it allows Qatar Airways to offer real-time information at an individual
level, which creates real value for travellers and gives them the information necessary to make a purchase decision. In fact,
Sojern and Adacado created a total of 7,640 ads in 4 size variations over the course of this campaign.

Moreover, Dynamic Creative proved to be a big time saver for the Qatar Airways UK team. “It’s really labour intensive to do
multiple creatives in-house,” continues Barbara, “Dynamic Creative has streamlined this, and made it far more efficient.”
Sojern can serve any combination of unique creatives based on user preferences—all in a single campaign.

The Dynamic Creatives have yielded positive results. In a single campaign, Sojern achieved an impressive ROI of 31:1—more
than double the ROI target and 3X higher when compared to static ads. Moreover, the Dynamic Creative run by Sojern drove
3X more conversions and 2X greater CTR than compared with previous campaigns with static ads.

Results & Findings Barbara Di Domenico

Marketing Manager UK & Ireland at
Beat ROI goal by more than double, and achieved an Qatar Airways
ROI 3X higher than average static creative, of 31:1 ROI
“The Dynamic Creative campaign was
Achieved click-through rates (CTRs) 2X greater than
a no-brainer for us. We appreciate
static creative Sojern’s travel expertise, which allowed
us to really hit the ground running to
Improved conversion rates by 3X when compared to target the best audience and maximise
static creative our own campaign results.”

Creative Assets

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