Parkin, a leading parking solutions provider in Dubai has revealed its ‘On Her Path’ campaign to celebrate Emirati Women’s Day.
The campaign honours the achievements of inspiring Emirati women of the emirate by dedicating select parking zones across the city to them.
Each zone carries the name and story of a remarkable Emirati woman that is tied to their professional journey. By connecting a daily service such as parking to moments of national pride, Parkin aims to reimagine parking spaces and turn them into living landmarks of empowerment and achievement.
The campaign, which includes a hero video, lives across social channels, the Parkin website and its application, as well as on-ground activations and branded cars, was brought to life in partnership with creative agency Netizency and PR agency Burson.
Emirati nationals and UAE residents were the key audiences targeted for this campaign.
Although the official Parkin site permits people to nominate and empower more Emirati women, as it stands at the time of writing, the brand has currently named five zones after influential Emirati women:
These Emirati women include:
- Amna Al Habtoor, Founder of Arcadia
- Zahra Lahri, first UAE competitive figure skater
- Amal Murad, first Emirati parkour coach
- Nayla Al Khajra, first UAE female film director
- Chef Sahar Parham Al Awadhi, first Emirati chef to work at Burj Al Arab
The brand leaned into carousel features of the women, visuals of the interactive map, and photographs of the branded cars.
The Parkin website was activated with a dedicated page showcasing an interactive map of Dubai. Each pin highlighted an Emirati woman’s achievement, allowing users to learn more about her story and its connection to a specific location.
To increase the impact of this initiative, the brand also invited the public through its website to nominate Emirati women they believe should be celebrated in next year’s edition, making this an evolving and inclusive campaign that grows in the community.
To extend the campaign on-ground, branded cars were placed in the achievement locations. Each carried a QR code linking directly to the interactive map, creating a seamless physical-to-digital journey.
The campaign is currently running across Dubai, United Arab Emirates from 26 August until 29 August, spanning the lead-up to Emirati Women’s Day and concluding the day after.
The campaign focused entirely on authentic storytelling around the achievements of the five Emirati women honored. The campaign’s success is measured through visibility and awareness, tracked via website page visits and engagement with social posts (views and impressions).
