Overview
The introduction of car hailing in Egypt, fueled instant rivalries with the category’s pioneer, Uber, the global giant. Since its launch in Egypt, Careem was perceived as a follower brand, with a promotion-driven strategy. To challenge this perception Careem needed to share a local brand point of view. Following the campaign less than 10% of the new riders used the campaign’s promotional code (vs the average of 38% per promotion).
2018 Dubai Lynx
Film Craft - Script / Silver
2018 Dubai Lynx
Integrated / Silver
2018 Dubai Lynx
Film Craft - Cinematography / Bronze