The Supreme Committee for Delivery and Legacy
Hayya to Qatar 2022
Bringing people to the World Cup.
Insight
A digital gateway to Qatar and the World Cup.
To support visitors before and during the World Cup Qatar 2022, AKQA designed the official mobile app of the country.
The app starts by facilitating the visa application process to support fans throughout their journey in Qatar, offering a variety of services that cater for the needs of a diverse global audience.
Idea
Unlocking the ultimate fan experience.
Hayya to Qatar 2022, the heart of which is the first digital fan ID, allows visitors to access visa applications and to manage entry permits to the State of Qatar and match tickets. The Hayya Card available in the app offers secure identification, unlocks free transport and provides continuous updates with reliable information.
Fans are empowered during tournament time via personalised tourist recommendations based on their profiles and interests, helping them to easily find the way to attractions and stadiums with step-by-step navigation and taxi bookings.
To meet the challenges presented by an evolving app with a global audience, AKQA created a design system that could organically scale through different brands and features. The app supports multiple languages for iOS and Android, which evolved to cater for three different events between 2021 and 2022: Arab Cup, Emir of Qatar Cup and the World Cup.
Impact
All in one place.
Qatar hosted the first World Cup in the Middle East, bringing the world’s most prestigious tournament to the region for the first time in its 92-year history. It was an incredible logistical and cultural challenge with 64 matches featuring 32 national teams played across eight venues over 28 days, plus the ancillary entertainment and events.
Hayya to Qatar 2022 weaved together different existing and new digital services to provide the one-stop destination for the fans to enjoy the tournament and the country seamlessly and to create a lasting digital infrastructure that can be leveraged for future events and mega-events.
