In line with Emirati Women’s Day, which is annually marked on the 28th of August, Al-Futtaim Toyota has teamed up with Dubai’s Roads and Transportation Authority (RTA), Memac Ogilvy, and PhD to honour influential and inspiring Emirati women through the “Journey into HerStory” campaign.
Transforming the UAE’s female streets into living narratives, the campaign shares the journeys and stories of Emirati women after whom many of Dubai’s iconic streets – including Sheikha Fatima Bint Mubarak Street and Latifa Bint Hamdan Street – have been named.
Using geo-targeting through Yango Maps, people are offered an audio story specific to the street name, which is narrated by female Emirati voiceover artists, taking them on a journey about the legacy of the woman behind the name of the street.
Commenting on the 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 also included OOH placements in key areas of the UAE, radio activations utilising daily traffic announcements about the female-named streets, and social media content.
By doing so, Al-Futtaim Toyota aims to fulfill its objective to not only celebrate these icons, but also create public awareness about these women’s distinguished lives, their achievements in furthering female empowerment and equality across the UAE, and their role in shaping the nation – and beyond – as we know it today.
The campaign will run throughout Emirati Women’s Day and beyond, blending modern technology with the rich histories of the UAE’s most influential women.
Agency: Memac Ogilvy
- Hadi Ballout – Managing Director
- Kevin Kurian – Business Director
- Alaa Nour – Account Director
- Haya Dajani – Account Manager
- Amna Ashraf – Account Executive
- Karl El Hitti – Head of Social
- Ahmed Nour – Social Director
- Beverney Shane – Senior Social Account Manager
- Toleen Barahmeh – Community Manager
- Moemen Metwally – Creative Director
- Maram Ashour – Associate Creative Director
- Israa Tariq – Associate Creative Director
- Shadi Kharmacho – Head of Arabic
- Hussein Krayem – Head of Content & Production
- Juan Encarnado – Senior Content Creator/Editor
- Ahmed ElBeshbishy – Content Creator
- Aya Ramadan – Graphic Designer
- Zaid Salama – Arabic Copywriter
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 agency: PhD
- Lama AlKhawaja – Executive Director
- Leila Chouman – Media Planning Director
- Lynn Kharrat – Senior Executive Planner
- Toqa Mohamed – Senior Media Planner
