Global fintech provider Equiti Group has partnered with Uber to become the first brand in the UAE roll out an in-journey advertising campaign.
The campaign uses Uber’s newly launched Journey Ads format, which allows brands to display advertising to riders during their trips.
Through the initiative, Equiti will appear within the Uber app while passengers are en route, marking the company’s first use of the platform in the region. The partnership is intended to help Equiti reach riders during moments of travel, when they are actively engaged with the app.
The campaign centres on the message “Forward is the mindset”, which reflects the firm’s broader brand positioning around progress and long-term financial ambition.
The campaign also makes use of Uber’s Premium Audience Signals, a targeting tool that enables brands to reach high-net-worth and emerging affluent passengers using first-party data. This includes indicators such as ride behaviour, preferred vehicle types, lifestyle patterns, event attendance and visits to higher-end destinations.
Uber says the Journey Ads platform operates within a logged-in, cookie-less environment and offers brands a 100% share of voice during the advertising placement. The format is designed to provide a distraction-free experience for riders while allowing advertisers to reach specific audience segments using behavioural insights.
Riccardo Camon, group head of marketing at Equiti, said: “We were able to align and launch so quickly because both brands share the same values: making journeys easier and supporting people every step of the way.”