Work

The Maze Careem

J. Walter Thompson Cairo

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).