Equiti Breaks New Ground With Uber In-Journey Advertising Launch in the UAE
Equiti Group has partnered with Uber to become the first brand in the UAE to activate in-journey advertising, launching a campaign through Uber’s newly introduced Journey Ads format. The initiative represents a shift in how fintech brands engage consumers, embedding brand messaging directly into the travel experience at moments of sustained rider attention.
The campaign places Equiti inside the Uber journey itself, allowing the brand to maintain visibility throughout the ride rather than relying on fleeting impressions. By leveraging Uber’s logged-in environment, the activation ensures consistent exposure to passengers during a high-engagement window when distractions are limited and attention is focused.
At the core of the activation is Equiti’s brand message, “Forward is the mindset,” which reflects the company’s emphasis on progress, ambition and long-term financial confidence. The campaign positions Equiti alongside everyday movement and momentum, reinforcing its identity as a fintech provider built for individuals who aim higher.
Precision Targeting Through Uber’s Premium Audience Signals
The partnership gives Equiti access to Uber’s Premium Audience Signals, which allow brands to reach high-net-worth and emerging affluent riders using first-party data. These insights include ride behaviour, lifestyle patterns, preferred vehicle types, attendance at premium events and visits to luxury destinations.
Delivered within a 100% share-of-voice, cookie-less environment, Uber’s Journey Ads offer a controlled and distraction-free format for brand engagement. This enables Equiti to connect with passengers in a highly contextual setting, aligning financial messaging with moments associated with mobility, aspiration and convenience.
Commenting on the activation, Chantelle Johnson, Equiti’s CMO, said: “As a Superbrand built on innovation, we’re 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.”
Setting a New Benchmark for Fintech Marketing
The rapid rollout of the campaign highlights strong alignment between the two brands. According to Equiti’s Group Head of Marketing, Riccardo Camon, the collaboration moved rapidly because of shared values around simplifying journeys and supporting customers at every step of their experience.
As the first mover in the UAE, Equiti has established a new benchmark for fintech marketing by combining mobility media with data-driven audience targeting. The activation demonstrates how financial brands can move beyond conventional performance marketing to create immersive, real-world touchpoints with premium consumers.
For both Equiti and Uber, the campaign signals the growing role of in-journey media as a strategic channel. As fintech competition intensifies and customer attention becomes harder to capture, initiatives like this illustrate how brands can stand out by meeting audiences where movement, mindset and decision-making intersect.
