Al-Futtaim Toyota turns streets named after women into audio stories — Dubai Lynx GP

Dubai's streets carry women's names, but most drivers do not know who those women were. For Emirati Women's Day, Al-Futtaim Toyota wanted to honour the women who shaped the UAE and connect its own deep-rooted local legacy to that story.

Geo-triggered audio turns streets named after women into narrated stories: drive down Hessa Street and a female Emirati voice tells you who she was.

With RTA, Memac Ogilvy and PHD, the team geo-targeted Yango Maps so Toyota drivers passing streets such as Hessa Street or Latifa Bint Hamdan Street heard audio stories narrated by female Emirati voiceover artists; radio traffic announcements, OOH and social media extended the narrative beyond the car.

The in-app experience logged 1.8 million banner impressions and reached over 200,000 unique users, with 668,000 search-menu impressions, 155,000+ impressions from 3D map objects at 2.5% CTR and push notifications at 5% CTR. The campaign won the Dubai Lynx 2025 Grand Prix in Audio & Radio and a SMARTIES MENA 2025 Silver for real-time marketing.

Dubai is full of streets named after influential Emirati women, but their names have become invisible landmarks. For Emirati Women's Day 2024, Al-Futtaim Toyota, Memac Ogilvy, the RTA and PHD turned those names back into stories.

Using geo-targeting inside Yango Maps, the campaign detected when drivers were on a female-named street such as Hessa Street or Latifa Bint Hamdan Street and played an audio story about the woman behind the name, narrated by female Emirati voiceover artists. The navigation app became a storytelling platform, and Toyota vehicles became mobile narrators.

Radio traffic announcements about the streets, OOH placements and social content spread the same stories to people outside the cars, making the campaign a city-wide cultural moment rather than a private in-app experience.

The work reached over 200,000 unique users and logged 1.8 million banner impressions, and went on to win the Grand Prix in Audio & Radio at Dubai Lynx 2025, plus a SMARTIES MENA 2025 Silver for real-time marketing.

The insight was geographic: women's names were already on the map, so the campaign only had to give them a voice instead of creating new media.

Audio was the right format because it plays into the commute without demanding attention — the story arrives exactly when the driver is on the street it is about.

Female Emirati narrators made the medium part of the message, so who told the stories mattered as much as what they said.

Extending to radio traffic announcements and OOH turned a navigation feature into a shared public narrative.

When a brand's story is rooted in place, the city itself can be the medium: put the narrative where people already are — the daily commute — instead of interrupting them somewhere else.

The campaign ran through Emirati Women's Day 2024 and beyond, with the audio stories remaining in Yango Maps. Its recognition followed at Dubai Lynx 2025, where it won the Grand Prix in Audio & Radio, and at MMA MENA SMARTIES 2025, where Yango Ads took Silver in Real-Time Marketing. For Al-Futtaim Toyota it became a flagship example of turning brand heritage into cultural relevance.