Equiti Becomes First Brand to Launch Uber Journey Ads in UAE

Equiti, a global fintech group offering digital platforms for online trading of various financial assets, announced yesterday, December 16, that it has partnered with Uber as the UAE’s first brand to activate in-journey advertising.

Using Uber’s newly launched Journey Ads, the campaign marks a bold step forward in how fintech brands engage with high-value consumers. Furthermore, it will establish a strong and sustained presence during moments of peak rider attention.

The announcement further said that there is a message that defines Equiti’s brand outlook at the heart of the campaign: “Forward is the mindset.” This is a statement that reflects the company’s belief in constant progress and its commitment to serving ambitious individuals.

Equiti Can Connect With Potential Customers Through Uber Directly

Equiti is a regional financial Superbrand, and as such, it was built to serve customers who aim higher. Uber will be able to bring this mindset to life, according to Equiti, which added that Uber will be able to connect it with passengers who value momentum, growth, and financial confidence.

“Uber’s Premium Audience Signals enable brands to target high-net-worth and emerging affluent passengers using first-party data, including lifestyle patterns, ride behaviour, preferred vehicle types, event attendance, and visits to luxury destinations,” Equiti noted. It also said that the platform is delivered in a 100% share-of-voice, logged-in environment, and as such, it provides a reliable, cookie-less ecosystem for precise targeting.

Uber can combine behavioral insights with a distraction-free experience to enable brands to connect with audiences directly.

Equiti’s CMO, Chantelle Johnson, commented on the activation, stating that Equiti is proud to be the first in the UAE to partner with Uber. “Leading from the front is in our DNA, and this campaign reflects our commitment to exploring bold, future-focused channels that move the industry forward,” Johnson added.

Meanwhile, Equiti’s Group Head of Marketing, Riccardo Camon, added that the campaign was activated successfully because both brands share the same purpose, which is to facilitate journeys and support people along the way.

“By pairing our local expertise with a global platform built around movement and connection, we created a message that resonates with everyday life,” he explained.

Ultimately, the new campaign marks an important milestone for both Equiti and Uber, as well as for in-journey advertising in the UAE. Equiti is also the first mover, which allows it to set a new benchmark for fintech brands to drive impact through mobility media and first-party data targeting.