The "Ridership" social media campaign for Qatar Rail, in collaboration with M&C Saatchi, was designed to encourage and inform the public about convenient ways to access the metro. The campaign consisted of seven videos, each focused on a different method of reaching the metro, from various modes of transportation to simple tips for a smooth journey.

Despite a budget-conscious approach, the campaign successfully maintained a high-end look and feel, with carefully crafted visuals and messaging that aligned with Qatar Rail's premium brand. Each video was designed to be both informative and engaging, offering practical advice while reflecting the brand’s commitment to quality.

The inclusion of popular Qatari influencer Hamad Al-Amari added a layer of relatability and authenticity to the campaign, ensuring it resonated with the local audience. Hamad’s presence helped drive engagement, bringing a personal touch that encouraged viewers to connect with the campaign. The "Ridership" series effectively combined practicality with high-end execution, resulting in a campaign that both educated and inspired its audience.