Careem is a transportation network company based in Dubai, with operations in over 120 cities in 15 countries in the Middle East, Africa, and South Asia.

Date: From September to current.

Summary

Careem is the leading technology platform for the greater Middle East. A pioneer of the region's ride-hailing economy, Careem is expanding services across its platform to include payments, delivery and mass transportation.

Careem's mission is to simplify and improve the lives of people and build a lasting institution that inspires. Established in July 2012, Careem operates in more than 120 cities across 15 countries and has created more than one million job opportunities in the region.

Challenge

  • Attack on Careem drivers and customers by taxis
  • Careem's customers and drivers are increasingly afraid to use the services of this platform
  • Media that deal with Careem topics in a positive way are also criticized and few got attacked
  • Careem drivers are suspected of taking taxi work
  • Heetch, a main competitor entered the markets with an authorized legal licence and aggressive media engagement plan
  • The law authorising VTC has changed in favour of taxis. Only taxis are allowed to transport in some cities
  • Lack of media direct engagement due to no press direct engagement nor press events
  • Lack of any media spending / media buying therefore Careem needed PR to support in this critical period