Journey into Herstory

Built for Emirati Women's Day, the campaign turned Toyota cars into storytelling platforms: geo-targeted audio played through Yango Maps when a driver approached a UAE street named after a prominent Emirati woman, backed by radio traffic announcements and social content. It took the Audio and Radio Grand Prix at Dubai Lynx 2025.

The brief

UAE drivers around Emirati Women's Day, whose daily routes include streets named after influential Emirati women.

The idea

When a Toyota driver neared such a street, Yango Maps played a geo-targeted audio story about the woman behind the name, with radio traffic bulletins and social posts alongside.

What to borrow

Location-triggered audio can turn existing infrastructure, street names, into a medium, delivering a story at the exact moment it is relevant.

Brand	Toyota
Agency	Memac Ogilvy
Talent	Not named
Channels	radio, digital, social
Source	Communicate Online