In 2018, Saudi Arabia put in march a cultural revolution lead by the Crown Prince. The most notorious measure was the lift of the ban that forbids women to drive in the Kingdon since 1961.

One year later, women took back to the steering wheels, but they still had to listen to a man giving them directions: Arabic was the last main language with a male voice navigating Google Maps. Toyota decided to change that.

Social Media Launch

We promoted the new feature with a series of visual posts targeted only at Saudi Arabian women on the country's leading social media platforms.

* Digital _ Serviceplan, Dubai