Chevrolet Arabia has partnered with Emirati female racing driver Amna Al Qubaisi for a social media campaign, as part of its aim to to spark meaningful change on International Women’s Day 2025.
The campaign, which blends Arabic poetry with artistic storytelling, was brought to life by Commonwealth McCann, which handled creative and production; Carat, which handled digital and media; and Weber Shandwick, which handled PR and influencer management.
It shows the first Arab woman to compete in Formula 4 driving the Corvette E-Ray as a symbol of progress, performance and power, drawing parallels between the brand values, driving and the journey of women breaking barriers.
The campaign was primarily executed on social media, leveraging both Chevrolet Arabia’s official channels and Amna Al Qubaisi’s social platform to maximise organic reach and engagement, ensuring the message resonated deeply with both loyal followers and new audiences.
In conversation with Campaign Middle East, Sami Kabbarah. Social Media Manager at Chevrolet, said, “Rather than delivering a generic International Women’s Day message, the brand wanted to highlight something real – Amna Al Qubaisi’s groundbreaking journey as the first Emirati female racing driver with a story that breaks barriers – a perfect fit for Chevrolet’s legacy of innovation and empowerment.”
“The handover of the Chevrolet Corvette symbolised more than just a gesture – it highlighted Chevrolet’s support for individuals who defy expectations and challenge the status quo. By aligning Amna’s passion for racing with the Corvette’s performance-driven DNA, we created a powerful connection between her drive and Chevrolet’s commitment to excellence,” Kabbarah added.
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With the digital space playing a central role in modern-day celebrations, the campaign was designed to be a social-first, encouraging the audience to engage, share and amplify Al Qubaisi’s journey and turn it into a collective movement of support and celebration.
“This approach ensured that the campaign didn’t just celebrate progress, it became a catalyst for real, lasting change that would inspire and empower long after it ended,” Kabbarah said.
The Chevrolet Arabia International Women’s Day campaign went live on International Women’s Day and will continue to be accessible across the brands social media platforms, allowing audiences to engage and be inspired long after the initial launch.
@chevroletarabia🚗 👑 قوية ولا يعيقها شيء على الطريق أو في الحياة! نساء مثل @Amna، أول سائقة فورمولا إماراتية، تتخطى التحديات كل يوم! 🤩 تهانينا لكل سيدة استثنائية بمناسبة #اليوم_العالمي_للمرأة. 🌍 💜 #تسريع_العمل 🚗 👑 Unstoppable – both on the roads and in life! Women like @Amna, the first female Emirati Formula racing driver, are redefining limits every day, and we can’t get enough of it! 🤩 Here’s to all you extraordinary ladies. #InternationalWomensDay #IWD2025 #AccelerateAction 🌍 💜♬ original sound – Chevrolet Arabia
The success of the campaign was measured through key engagement metrics, sentiment analysis, and audience interaction across social platforms, achieving a reach of more than 1 million people in only four days.
“Amna’s involvement brought a level of authenticity and credibility that deeply resonated with the audience, particularly women seeking inspiration to challenge the norms in their own fields. Her powerful story helped amplify the campaign’s core message of empowerment, while her reach and influence allowed the campaign to connect with a broader audience. By partnering with Amna, we were able to create a narrative that was both personal and impactful, motivating others to take action and push beyond limits,” Kabbarah concluded.
