The Rally Jameel 'Driven By Her' campaign emphasised Saudi Arabia’s significant strides in women’s empowerment, endurance and cultural pride across the globe.Jameel Motorsport – part of Abdul Latif Jameel Motors, the authorised distributor of Toyota vehicles in Saudi Arabia since 1955 – has captured global attention through its international media campaign showcasing Rally Jameel, the first women-only navigational rally in the Middle East.
Leveraging prime advertising locations worldwide, the Rally Jameel ‘Driven By Her’ campaign emphasised Saudi Arabia’s significant strides in women’s empowerment, endurance and cultural pride across the GCC region, taking messages from Saudi Arabia’s Tabuk to New York’s Times Square and from Jordan’s historic Petra to London’s Piccadilly Circus. The campaign was seen across Germany, France, the UK, the US, and South Africa, among other nations.
The creative campaign by Serviceplan Arabia went beyond branding. It built a visual narrative for the fourth edition of Rally Jameel. Inspired by the Rally Jameel’s five regional stops – Petra, Tabuk, AlUla, Hail and Al Qassim – the design system drew from local heritage, blending ancient carvings, desert florals, textiles and architecture into a dynamic identity that simultaneously felt both rooted and in motion.
The integrated media campaign, which was spearheaded by Mediaplus Middle East, translated a bold visual narrative into global impact, communicating the the historic and progressive nature of Rally Jameel with its memorable tagline: “First Women-only Navigational Rally in the Middle East.”
The campaign garnered more than 126 million impressions and a reach exceeding 47 million unique users across pre-, during-, and post-event phases. Rally Jameel’s message ‘Driven by Her‘ echoed in Times Square, flickered across Piccadilly, and took over mobile feeds across the GCC and beyond.
A core strength of the campaign was its laser-focus on female audiences. Platforms such as TikTok and Snapchat were strategically leveraged to connect with younger women. Snap delivered 11,600 clicks during the event and TikTok achieving 55,100 clicks led by audiences in KSA and Oman. Even post-event, TikTok generated 15.3 million impressions and 166,000 views, signaling sustained interest from key demographics.
Key success metrics of the campaign include:
- 12.4 million users reached internationally in the pre-event phase, with standout engagement in Johannesburg, Paris, and Germany.
- 8.3 million regional users reached, powered by high-performing creatives rooted in cultural storytelling from Petra’s monuments to Al Qassim’s landscapes.
- 27.8 million post-event impressions, reflecting sustained curiosity and admiration beyond the finish line.
- KSA led in both reach and engagement, supported by budget weight and cultural relevance.
- Jordan consistently delivered cost-efficiency, highlighting smart spend strategy while maximising impact.
- YouTube’s 1.4 million reach and 31 per cent view-through rate (VTR) underscored brand safety and user retention.
That said, the campaign was never intended to be just about numbers. Rally Jameel’s objective was to redefine what inclusion looks like on a global media stage.
The elevation of Rally Jameel from a local motorsport to a cultural milestone intended to be a testament to the power of purpose-driven storytelling. Every media asset static or dynamic, regional or global was created to embody the resilience, pride, and ambition of women navigating not just terrains, but societal progress.
Munir Khoja, Managing Director of Jameel Motorsport and Marketing Communications at Abdul Latif Jameel Motors, said, “Rally Jameel celebrates the determination, skill, and ambition of women from across the globe, shining a spotlight on their achievements while setting a new standard for motorsports in the region.”
“By showcasing this story in some of the world’s most iconic locations, we’re reaffirming Jameel Motorsport’s strong commitment to advancing women’s empowerment, in line with Saudi Arabia’s Vision 2030 goals of fostering progress, inclusion, and opportunity,” Khoja added.
Held from April 21 to April 26, Rally Jameel covered an ambitious 1,600 kilometers of demanding terrain stretching from Petra, Jordan, to Al Qassim, Saudi Arabia, and featured 41 teams from 37 countries.
By strategically choosing world-famous locations known for their international foot traffic and media prominence, Jameel Motorsport effectively positioned Rally Jameel not merely as a motorsport event but as a global cultural milestone.
As a result, the campaign achieved its dual purposes: celebrating Saudi Arabia’s progressive journey and extending a global invitation for broader participation.
CREDITS:
Client: Rally Jameel, Jameel Motorsport – part of Abdul Latif Jameel Motors, the authorised distributor of Toyota vehicles in Saudi Arabia
Creative agency: Serviceplan Arabia
Media agencies: Mediaplus Middle East
