This Emirati Women’s Day, Al-Futtaim Toyota has launched a geo-targeted activation across OOH, Yango Maps and social media with audio stories to celebrate the Emirati women’s names we might have heard of but actually know very little about. Road names that we know by heart are named after these women. But who are they? What did they accomplish? How did they contribute to the nation? This is Toyoya’s ‘Journey into Herstory’ campaign that was developed by Memac Ogilvy.
Al-Futtaim Toyota’s legacy in the UAE has deep roots, so it comes as no surprise that their campaign for Emirati Women’s Day, created in collaboration with the Roads and Transportation Authority (RTA) and Memac Ogilvy, celebrates the occasion with a groundbreaking idea that transforms the UAE’s female streets into living narratives.
Named “Journey into Herstory,” the campaign honors the influential Emirati women behind iconic streets, such as Hessa Street to Latifa Bint Hamdan Street, using geo-targeting through Yango Maps.
Users are targeted with the audio story, specific to the street name. The story is narrated by female Emirati voiceover artists and takes them on a journey about the woman behind the name and her legacy.
The campaign also launched with provoking OOH in key areas of the country, radio activations utilizing daily traffic announcements about the female-named streets, and social media content.
By doing so, Al-Futtaim Toyota not only celebrates these icons but also creates public awareness about these women’s distinguished lives, their achievements in furthering female empowerment and equality across the nation, and their role in shaping the UAE as we know it today – and beyond.
Commenting on the distinctive campaign, Saad Abdullah, General Manager of Marketing and Communications for Al-Futtaim Toyota, said "Our legacy in the UAE is deep-rooted and for Emirati Women’s Day; we wanted to highlight and bring to life the stories of the iconic individuals who paved the way for all women in the UAE today. They helped shape the nation and empowered others, and we felt the best way to celebrate these women was by bringing public awareness to their lives and achievements."
The campaign will run throughout Emirati Women’s Day (August 28) and beyond, blending modern technology with the rich histories of the UAE’s most influential women.
CREDITS
Agency: Memac Ogilvy
Managing Director: Hadi Ballout
Business Director: Kevin Kurian
Account Director: Alaa Nour
Account Manager: Haya Dajani
Account Executive: Amna Ashraf
Head of Social: Karl El Hitti
Social Director: Ahmed Nour
Senior Social Account Manager: Beverney Shane
Community Manager: Toleen Barahmeh
Creative Director: Moemen Metwally
Associate Creative Directors: Maram Ashour; Israa Tariq
Head of Arabic: Shadi Kharmacho
Head of Content & Production: Hussein Krayem
Senior Content Creator/Editor: Juan Encarnado
Content Creator: Ahmed ElBeshbishy
Graphic Designer: Aya Ramadan
Arabic Copywriter: Zaid Salama
Client: Al- Futtaim Toyota
Katib Belkhodja - Managing Director- Al-Futtaim Customer Centricity
Roxanne Magbanua - General Manager, Al-Futtaim COE Marketing
Saad Abdullah - General Manager, Marketing, Al-Futtaim Toyota & Lexus
Laureline Schwarz - Head of Global Corporate Communications & PR
Assaad Chehade - Senior Marketing Manager Al-Futtaim Toyota
Karim Hassanein - Senior Digital Marketing Manager, Al-Futtaim Toyota & Lexus
Mazen Saab - Marketing Manager, Al-Futtaim Toyota
Media: PhD
Lama AlKhawaja - Executive Director PhD
Leila Chouman - Media Planning Director PhD
Lynn Kharrat - Senior Executive Planner PhD
Toqa Mohamed - Senior Media Planner PhD
