Case Study: Al-Futtaim Toyota promotes mindful driving during Ramadan with AKQA

Al-Futtaim Toyota boosts mindful driving reach to 1.8 million with AKQA

AKQA partnered with Al-Futtaim Toyota to address a significant spike in road accidents during Ramadan. The challenge was that drivers fasting for long hours experienced fatigue and loss of focus, leading to a 62% increase in traffic accidents in the early days of the holy month as they rushed home to break their fast.

The solution, a campaign called Journeys of Mindfulness, involved creating a series of digital artworks rooted in Islamic geometry, calligraphy, and poetry to promote calm and focus before driving. AKQA distributed this multimedia content across social media and digital billboards during peak commute times. The campaign achieved a reach of 1.8 million, successfully spreading the message of mindful driving and garnering positive media coverage.

Al-Futtaim Toyota