Equiti Group has partnered with Uber to launch an in-journey advertising campaign in the United Arab Emirates, becoming the first brand in the country to use Uber’s recently introduced Journey Ads format.
The campaign places Equiti advertising within the Uber app during active rides, aiming to reach passengers at moments of high engagement.
It targets Uber users identified as high-net-worth or emerging affluent individuals, using Uber’s first-party data signals, which include ride behaviour, preferred vehicle categories and travel patterns. According to Uber, the ads are delivered in a logged-in, cookie-less environment with full share of voice for participating brands.
Equiti said the campaign reflects its broader brand positioning around progress and long-term ambition, using the message “Forward is the mindset.”
The company describes the initiative as part of its strategy to engage consumers through non-traditional digital channels.
Commenting on the partnership, Chantelle Johnson, Chief Marketing Officer at Equiti, said the company viewed the collaboration as an opportunity to explore new advertising formats in the region.
“As a Superbrand built on innovation, we’re proud to be the first in the UAE to partner with Uber,” Johnson said.
“This campaign reflects our commitment to exploring future-focused channels.”
Riccardo Camon, Equiti’s Group Head of Marketing, said the campaign was developed around shared themes between the two companies.
“Both brands are centred on facilitating journeys and supporting people along the way,” Camon said. “By combining local market understanding with a global mobility platform, we aimed to deliver a message that aligns with everyday experiences.”
For Uber, the activation represents an expansion of its advertising offerings in the UAE, particularly in the area of mobility-based media. The company’s Journey Ads product is designed to allow brands to reach passengers during trips, using audience insights derived from Uber’s platform activity.
The campaign marks the first use of in-journey advertising by a fintech brand in the UAE and signals potential growth in the use of mobility platforms for targeted brand communication.
Equiti Group operates across trading technology, payments, virtual assets, asset management and commodities.
The company has a presence in Africa, Asia, Europe and the Middle East and holds regulatory licences in several jurisdictions, including the UK, UAE and Cyprus.
