COP28: Building A Green Mobility Nation

Impact Porter Novelli

IPN’s COP28 campaign for Al-Futtaim Automotive was a groundbreaking initiative aimed at transforming perceptions of green mobility in the UAE. Spanning nine months, the campaign was built around the theme “From Pledge to Change,” engaging a wide range of audiences, from car owners to government stakeholders. With 12 sub-campaigns, the initiative utilized strategic media engagement, influencer partnerships, public education, and youth empowerment to raise awareness of sustainable driving.<br /><br />Key activations included signing a strategic agreement with the RTA, launching the “E-mobility Zone” at Dubai Festival City, and organizing the UAE’s first Silent Parade of electric cars. The campaign generated over 1,500 media clippings (85% in tier 1 outlets), 4.8 billion media impressions, and a PR value of AED 50 million. Business results included significant increases in website traffic, improved brand sentiment, and a rise in NEV sales from 16% to 23%, positioning Al-Futtaim Automotive as a leader in green mobility.