IMI
World Cup FIFA 2022
Doha, Qatar
Overview
For the FIFA World Cup 2022 in Doha, Qatar, Ziryab conceived and executed a high impact campaign for The Islam and Muslims Initiative (IMI) and the Exploring Islam Foundation (EIF). The objective was to raise awareness of EIF and IMI’s missions among the global audience converging on Qatar, while creating memorable touchpoints that connected fans with the organisation’s work.
What We Delivered
National Billboards
Strategically placed across Doha and major highways, featuring bold visuals and concise messaging to spark curiosity and drive foot traffic to IMI activations.
Interactive Information Booths
Branded kiosks in fan zones and transit hubs, staffed by multilingual ambassadors who provided literature, answered questions, and captured contact details for ongoing engagement.
Live Events Series
A “roadshow” of pop-up events at key match-day venues, including photo backdrops, cultural performances, and on-site giveaways—each tailored to the day’s fixture and audience.
Key Highlights
Reached an estimated 1.2 million spectators via outdoor advertising and on-site activations
Collected 15,000+ opt-in contacts for IMI’s newsletter and volunteer network
Generated extensive social media buzz with a branded hashtag that trended locally throughout the tournament
