Position She’s Mercedes as a purpose-driven and culturally relevant initiative for Middle Eastern women while building stronger engagement with a female audience beyond traditional automotive marketing.
Partnered with fashion influencer and presenter Rosemin Madhavji to create a video-led storytelling campaign featuring self-made female entrepreneurs from across the region.
Focused on female ambassadorship, creativity, and entrepreneurship rather than product-focused car messaging to build authentic audience connection.
Commissioned creative collaborations including a painted Mercedes-Benz G-Class campaign piece and hosted a branded community event at Leila Heller Gallery in Alserkal Avenue attended by more than 400 guests.
Increased female vehicle purchases during the campaign period
Notable rise in female buyers of the Mercedes-Benz G-Class in Dubai
Successfully positioned She’s Mercedes as a creative and forward-thinking community initiative
Built strong engagement through purpose-led storytelling and female entrepreneurship content
A big thank you to the Capital D team for being a part of our historic journey.
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