Careem: Start Something

Ride-hailing service Careem took to social media to establish a unique brand positioning in the MENA region following its takeover by Uber.

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...

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