Rally Jameel: Accelerating Women's Empowerment on the Global Stage

Aug. 13, 2025

Jameel Motorsport, part of Abdul Latif Jameel Motors, the authorized distributor of Toyota vehicles in Saudi Arabia since 1955, has captured global attention with a groundbreaking international media campaign for Rally Jameel — the first women-only navigational rally in the Middle East.

Taking over prime advertising locations from New York’s Times Square and London’s Piccadilly Circus to the lights of Las Vegas, the campaign spotlighted Saudi Arabia’s rapid progress in women’s empowerment.

Boldly carrying the message "First Women-only Navigational Rally in the Middle East", the campaign sparked intrigue and admiration in some of the world’s busiest spaces. Striking visuals of rally cars navigating dramatic desert landscapes celebrated the resilience, adventure, and determination of Rally Jameel participants — reinforcing the Kingdom’s transformation into a champion of women’s empowerment and global inclusivity.

The creative concept, developed by Serviceplan Arabia, went beyond event branding to craft a distinctive identity for the rally’s fourth edition. Drawing inspiration from its five regional stops — Petra, Tabuk, AlUla, Hail, and Al Qassim — the design blended ancient carvings, desert flora, textiles, and architecture into a vibrant system that felt both culturally rooted and in motion.

An integrated media push, led by Mediaplus Middle East and Mediaplus MENA, translated this visual storytelling into global impact — positioning Rally Jameel as both a motorsport spectacle and a movement for women’s empowerment.

From Petra to Piccadilly: A Global Media Journey

The campaign spanned iconic locations worldwide, drawing visibility not only to the event but to its mission. Across pre-, during-, and post-event phases, Rally Jameel achieved over 126 million impressions and reached 47 million unique users.

• 12.4M international users reached pre-event, with notable engagement from Johannesburg, Paris, and Germany.
• 8.3M regional users reached, with high-performing creatives rooted in cultural storytelling — from Petra’s monuments to Al Qassim’s landscapes.

• 27.8M post-event impressions, reflecting ongoing interest well after the finish line.

Female-Focused, Data-Driven

A defining strength of the campaign was its precise focus on female audiences. Platforms like TikTok and Snapchat were used to connect with younger women, delivering measurable results:

• Snapchat drove 11.6K clicks during the event.
• TikTok generated 55.1K clicks during the rally, led by audiences in KSA and Oman, and continued to deliver 15.3M impressions and 166K views post-event.
• YouTube reached 1.4M users with a 31% view-through rate (VTR), ensuring brand safety and strong retention.

KSA led in both reach and engagement, thanks to cultural relevance and budget weighting, while Jordan stood out for cost-efficiency and impact.

A Media Strategy That Moves

By selecting world-renowned advertising spaces with high international visibility, Jameel Motorsport positioned Rally Jameel as more than a sporting event — it became a cultural milestone. This global stage invited conversation, celebrated progress, and signaled the rally’s growing role in championing women’s empowerment.

Looking ahead, Jameel Motorsport plans to expand Rally Jameel’s global reach, deepening its recognition within the international motorsport community and inspiring even greater participation from women worldwide.