Careem

THE BRIEF

Careem, the number one ride-hailing app in MENA, Pakistan & Turkey, and our longterm client, tasked us with the launch announcement of the Super App in April 2020. Through the Super App, Careem provides multiple services cross three areas: Mobility of People, Mobility of Things and Mobility of Money. The launch of the Super App was a significant moment for Careem in an uncertain time for the world. The move from offline to online commerce was a secular and significant opportunity, one that was accelerated as a result of the global pandemic. Careem’s Super App supported this acceleration by bringing together people’s essential, everyday services in one place, with a single sign-on and integrated payment system. The Careem app tailors products and services to local needs so that people with busy lives can get right to the services that are important to them when they need them. Given the intricacies of the app, the scale of the launch and its announcement during the pandemic, it was critical that our messaging was clearly and effectively communicated to maximise downloads.

THE DELIVERY

In a non-traditional market environment, the launch was announced during a virtual event in April 2020. Atteline developed the UAE strategy and implemented the launch event using technology to amplify our announcement messaging while also highlighting our tech capabilities. The Co-founder of Careem, Mudassir Sheikha, presented the new Super App to journalists and influencers region-wide in one united moment streamed to the phones and computers of the invitees. Post the introduction a Q&A session was conducted live, which allowed for further information to be asked and requested. Lastly, 1:1 interviews were set-up with key journalists and Mudassir to secure ‘in-depth’ coverage with exclusive commentary.  The launch event for the Super App allowed for a clear explanation of the app, and how customers can interact and avail the different services, all the while offering a chance for sound bites, direct quotes and 1:1 interviews.

THE OUTCOME

The Launch event saw over 100 UAE journalists and influencers in attendance.

Build brand awareness – With a total circulation of over 67 million, we got our brand in front of new audiences. We saw a total PR value of over $14.5 million in less than one month.

Manage brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate. 

Reach new audiences to further brand reach and support bottom line – The expanded range of services saw 33 million registered across 13 countries and over 100 cities.