First Women-only Navigational Rally in the Middle East.
Serviceplan Arabia took Rally Jameel, billed as the Middle East's first women-only navigational rally, to billboards in Times Square, Piccadilly Circus, Tabuk and Petra, with an identity drawn from its five stops.
- Brand
- Jameel Motorsport
- Agency
- Serviceplan Arabia
- Market
- Saudi Arabia, Jordan, US, UK
- Region
- Global
- Year
- 2025
The challenge
Jameel Motorsport, part of Abdul Latif Jameel Motors, wanted the rally's fourth edition in April 2025, which ran 1,600 km from Petra in Jordan to Al Qassim with 41 teams from 37 countries, to register as more than a sporting event.
The idea
Serviceplan Arabia built the edition's identity from its five stops, Petra, Tabuk, AlUla, Hail and Al Qassim, blending ancient carvings, desert flowers, textiles and architecture. Mediaplus Middle East placed the campaign on prominent sites in Tabuk, Petra, New York's Times Square and London's Piccadilly Circus, with digital and social activity before, during and after the rally.
Results
- More than 126 million impressions and over 47 million unique users across the pre-event, event and post-event phases, according to Campaign Middle East
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency
- Serviceplan Arabia
- Media agency
- Mediaplus Middle East
