Travel Easy with Doha Metro and Lusail Tram

THE CHALLENGE
Even though Doha Metro and Lusail Tram offered a range of first and last mile service (F&LM) that made accessing the network painless, there still existed a perception in Qatar that public transport is challenging to access.
THE SOLUTION
The campaign’s innovation lay in its psychological approach—rather than communicating functionally, it focused on the emotional pain points commuters faced daily. It bridged the knowing/doing gap, connecting deeply with the audience through relatable frustrations: lack of parking, expensive taxis, and stressful car journeys.
Fronted by a well-known and much-loved influencer, to extend appeal across all demographics, the messaging framed the Metro and Tram as the solution, reinforcing ease, affordability, and flexibility. A multi-channel approach, combining digital and OOH, ensured widespread reach and impact. This shift from functional messaging to real-life problem-solving made the campaign stand out and drive behavioral change.
THE RESULTS
The Campaign successfully increased use of F&LM services to 2.5 million passengers monthly. Key metrics showed a rise in metroexpress and metrolink usage, indicating a shift toward more integrated transport solutions. Social listening and surveys showed higher public awareness, with users reporting a smoother travel experience. The campaign also contributed to broader transport sustainability goals by reducing dependency on personal cars. By turning everyday commuting pain points into compelling reasons to use public transport, the campaign not only met but exceeded its objectives, positioning Doha Metro & Lusail Tram as essential urban mobility solutions.
IN FIGURES
7% increase in ridership in 3 months
2.5m passengers using F&LM services per month
15m impressions, 75% ahead of target
4.85% campaign engagement rate