Equiti Group, a global fintech brand headquartered in the UAE, has partnered with Uber to launch an in-journey advertising campaign.
Using Uber’s newly launched Journey Ads, the campaign marks a bold step forward in how fintech brands engage with high-value consumers, establishing a strong and sustained presence during moments of peak rider attention.
At the heart of the campaign is a message that defines Equiti’s brand outlook, “Forward is the mindset” – a statement that reflects Equiti’s belief in constant progress and its commitment to serving ambitious individuals.
This campaign marks a milestone for Equiti and Uber’s in-journey advertising in the UAE. As the first mover, Equiti has set a new benchmark for fintech brands to drive impact through mobility media and first-party data targeting.
Commenting on the activation, Chantelle Johnson, Chief Marketing Officer, Equiti Group, said, “As a Superbrand built on innovation, we’re proud to be the first in the UAE to partner with Uber. Leading from the front is in our DNA, and this campaign reflects our commitment to exploring bold, future-focused channels that move the industry forward.”
Uber’s Premium Audience Signals enable brands to target high-net-worth and emerging affluent passengers using first-party data, including lifestyle patterns, ride behaviour, preferred vehicle types, event attendance and visits to luxury destinations.
Delivered in a 100 per cent share-of-voice, logged-in environment, the platform provides a reliable, cookie-less ecosystem for precise targeting. By combining behavioural insights with a distraction-free experience, Uber enables brands to connect directly with affluent audiences.
Riccardo Camon, Head of Marketing, Equiti Group, concluded, “This campaign was activated successfully because both brands share the same purpose: to facilitate journeys and support people along the way. By pairing our local expertise with a global platform built around movement and connection, we created a message that resonates with everyday life.”
As a regional financial Superbrand, Equiti is positioned as a brand for people who aim higher. This Uber campaign aims to bring that mindset to life, connecting with passengers who value momentum, growth and financial confidence.
