In alignment with its message of empowerment, endurance, and cultural pride, Rally Jameel’s fourth edition did more than challenge terrains it conquered global screens and hearts. The integrated media campaign, spearheaded by Mediaplus Middle East and creatively driven by Mediaplus MENA, translated a bold visual narrative 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

From Times Square to Tabuk, the campaign spanned iconic international and regional locations, drawing visibility not just to the event, but to the cause. With over 126 million impressions and a reach exceeding 47 million unique users across pre-, during-, and post-event phases, Rally Jameel’s message  “Driven by Her” echoed in Times Square, flickered across Piccadilly, and took over mobile feeds across the GCC and beyond.

• 12.4M users reached internationally in the pre-event phase, with standout engagement in Johannesburg, Paris, and Germany.
• 8.3M regional users reached, powered by high-performing creatives rooted in cultural storytelling  from Petra’s monuments to Al Qassim’s landscapes.
• 27.8M post-event impressions, reflecting sustained curiosity and admiration beyond the finish line.

Female-Focused, Data-Driven

A core strength of the campaign was its laser-focus on female audiences. Platforms like TikTok and Snapchat were strategically leveraged to connect with younger women, with Snapchat delivering 11.6K clicks during the event and TikTok achieving 55.1K clicks led by audiences in KSA and Oman. Even post-event, TikTok generated 15.3M impressions and 166K views, signaling sustained interest from key demographics.

• KSA led in both reach and engagement, supported by budget weight and cultural relevance.
• Jordan consistently delivered cost-efficiency, highlighting smart spend strategy while maximizing impact.
• YouTube’s 1.4M reach and 31% view-through rate (VTR) underscored brand safety and user retention.

A Media Strategy That Moves

Beyond the numbers lies the strategy: dynamic, localized, and multi-platform. Key visuals adapted to each location, age bracket, and cultural cue. AlUla and Hail executions shone on Instagram, while Petra and Al Qassim generated emotional resonance on Facebook and Meta. TikTok’s “Top View” placement alone delivered 176K clicks with a CTR of 3.46%, more than doubling planned impression targets.

The campaign’s Premium Network integration achieved 82.65% VTR and over 44K clicks in Saudi alone  benchmarks that rival global standards.

More Than Metrics: A Cultural Shift in Motion

This campaign was never just about numbers. It was about redefining what inclusion looks like on a global media stage. The elevation of Rally Jameel from a local motorsport to a cultural milestone is a testament to the power of purpose-driven storytelling. Every media asset  static or dynamic, regional or global embodied the resilience, pride, and ambition of women navigating not just terrains, but societal progress.

By leveraging integrated, emotionally resonant media, Rally Jameel has become a blueprint for how PR, creative, and media synergy can amplify gender equity narratives in a region transforming rapidly.