Qatar Airways elevates its Black Friday offer
Offer an entertaining experience for a product or service launch
Qatar Airways deployed an innovative advertising campaign to mark the Black Friday peak period. Launched simultaneously across six strategic markets — France, Germany, Spain, Italy, United Kingdom, and the Netherlands — this activation relied on an interactive Playable Ad based on a scratch card mechanic. This format allows exclusive offers to be revealed in an immersive way, significantly increasing brand exposure time and user engagement from the very first contact.
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Wide-angle / Half-page
Very popular playable ads format,
thanks to its impactful and uniform size.
Medium rectangle format
This format facilitates the integration of playable ads into (or near) editorial content.
This is a demonstration of the Adictiz game mechanics and does not constitute a real campaign.
In this Qatar Airways Playable Ad, users are invited to “scratch” the screen to reveal an exceptional discount of up to 20% on their next destinations. By transforming the discovery of the commercial offer into a suspended moment of gameplay, the airline creates a direct tactile interaction with its future passengers. This simple gesture strengthens offer recall and enhances the brand’s prestige through a polished and premium visual universe.
The experience was designed to meet a triple objective of visibility, qualified traffic, and conversion. By targeting high-income profiles and premium travelers, the campaign demonstrated remarkable performance, far exceeding market standards. With over 12 million impressions, a 54% completion rate, and engagement (click-to-play) significantly higher than usual benchmarks, this activation proves that interactivity is a powerful lever for driving traffic to booking platforms while providing a memorable and positive user experience.
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