During the 2025 WRC Safari Rally, AA Kenya led a pioneering data-driven safety campaign combining real-time geo-fenced messaging with engaging roadside activations in partnership with local police. Focused on the high-risk A104 highway, the initiative delivered measurable results: zero spectator incidents, a 25% reduction in illegal overtaking, and over 2.7 million impressions — setting a new benchmark for Mobility–Sporting ASN collaboration.