Campaign details
Brand: CareemBrand owner: Uber TechnologiesAgency: TBWA\RAADMarket: Middle East & North Africa (general region)Industries: Rail, coach, boat & car rentalMedia channels: Online video, Social mediaBudget: Up to 500k
Executive summary
When Uber acquired Dubai-based Careem for $3.1bn, it became vital for Careem to establish itself as an independent brand, as it was already known as the 'Uber of the Middle East'.
Careem needed to find a disruptive way to differentiate itself from Uber, and avoid being seen as 'that other ride-hailing brand' because of its recent...