Journey Into HerStory.
Many Dubai streets are named after Emirati women most drivers know nothing about. For Emirati Women's Day, Toyota put audio pins on those streets in Yango Maps, so drivers passing them heard each woman's story.
- Brand
- Al-Futtaim Toyota
- Agency
- Memac Ogilvy
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
Chinese car brands were arriving in the UAE with high-tech features at low prices, and Toyota's strengths had become mostly rational ones. The brand wanted to win back an emotional connection with Emiratis and with the expats who live there.
The idea
Streets named after men such as Sheikh Zayed are widely recognised, while names like Hessa Street and Umm Al Sheqim Street mean little to most people. Memac Ogilvy used geo-targeted audio in Yango Maps: when drivers passed a street named after an Emirati woman, a pin played her story, narrated by an Emirati woman's voice. The activation ran during Emirati Women's Day week, opened with a social film and was backed by radio, outdoor and social stories afterwards.
Results
- Searches for the women's names rose 238%, according to the Dubai Lynx entry
- 6.1 million people reached and 7.9 million impressions, by the entry's figures
- 'Brand I would like to own' scores up 50% and 'Brand that excites me' up 44%, the entry says
- Sales up 5% in September 2024 on the month before, and purchase intention up 25%, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Audio & RadioGrand Prix
Credits
- Creative agency
- Memac Ogilvy Dubai
- PR
- Gambit Communications
- Media placement
- PHD Media MENA
- Additional company
- Chop Chop Film
- Additional company
- Yango Ads
- General Manager, Marketing, Al-Futtaim Motors
- Saad Abdullah
- Senior Account Executive, Memac Ogilvy & Mather LLC
- Amna Ashraf
- Managing Director, Memac Ogilvy & Mather LLC
- Hadi Ballout
- Head of Strategy, Memac Ogilvy & Mather LLC
- Bhaskar Bateja
- Managing Director - Customer Centricity, Al-Futtaim Automotive
- Katib Belkhodja
- Managing Director, Al-Futtaim Motors
- Jacques Brent
- Senior Marketing Manager, Al-Futtaim Toyota
- Assaad Chehade
- Account Manager, Memac Ogilvy & Mather LLC
- Haya Dajani
- Content Creator, Memac Ogilvy & Mather LLC
- Ahmed Elbeshbishy
- Senior Content Creator, Memac Ogilvy & Mather LLC
- Juan Encarnado
- Head of Social, Memac Ogilvy & Mather LLC
- Karl Hitti
- Head of Arabic, Memac Ogilvy & Mather LLC
- Shadi Kharmacho
- Head of Content and Production, Memac Ogilvy & Mather LLC
- Hussein Krayem
- Memac Ogilvy & Mather LLC
- Kevin Kurian
- General Manager Marketing, Center of Excellence, Al-Futtaim Automotive
- Roxanne Magbanua
- Creative Director, Memac Ogilvy & Mather LLC
- Moemen Metwally
- Social Director, Memac Ogilvy & Mather LLC
- Ahmed Nour
- Account Director, Memac Ogilvy & Mather LLC
- Alaa Nour
- Marketing Manager, Al-Futtaim Toyota
- Mazen Saab
- Head of Global Corporate Communications & PR, Al-Futtaim Automotive
- Laureline Schwarz
- Senior Social Account Manager, Memac Ogilvy & Mather LLC
- Beverney Shane
- Chief Creative Officer, Memac Ogilvy & Mather LLC
- Gautam Wadher
- Community Manager, Memac Ogilvy & Mather LLC
- Toleen Barahmeh
- Associate Creative Director, Memac Ogilvy & Mather LLC
- Maram Ashour
- Associate Creative Director, Memac Ogilvy & Mather LLC
- Israa Tariq
- Senior Art Director, Memac Ogilvy & Mather LLC
- Stephanie Arzrouni
- Graphic Designer, Memac Ogilvy & Mather LLC
- Aya Ramadan
- Arabic Copywriter, Memac Ogilvy & Mather LLC
- Zaid Salama
- Copywriter, Memac Ogilvy & Mather LLC
- Nadine Nader
- Executive Director, PHD
- Lama AlKhawaja
- Media Planning Director, PHD
- Leila Chouman
- Senior Executive Planner, PHD
- Lynn Kharrat
- Senior Media Planner, PHD
- Toqa Mohamed
- Animator, Memac Ogilvy & Mather LLC
- Antonio Geagea
