Campaign details

Brand: Uber
Brand owner: Uber Technology
Lead agency: In house
Country: Saudi Arabia
Industries: Rail, coach, boat & car rental
Media channels: Content marketing, Social media
Budget: Up to 500k

Executive summary

Uber, the global leader in ride-hailing services, was looking to engage with local Arab women in Saudi Arabia to increase familiarity with the brand and improve consideration to use Uber services.

DMS, the digital arm of Choueiri Group (the leading media representation group in the Middle East), partnered with Uber to gather audience insights and build an engagement strategy to deliver on the desired objectives.

These objectives were:

  • Build awareness among Arab females (focus on the safety features of the service)
  • Create meaningful connections (ensure the brand is locally relevant)