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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