CAREEM ‘SLINGSHOT’ LAUNCH
Careem (a Dubai based car booking app) needed a launch campaign that got the MENA region’s attention.
They didn’t have the media budgets of their global rival UBER so we had to pull a stunt to outdo them.
We created a crazy fail video of a new transport method being tested in Dubai. As we all know, Dubai is often testing crazy things like flying taxis, driverless cars and hyper-loop pods so we created the ‘Human Slingshot’.
It failed badly but this highlighted our key message - Careem is the better way to get around.
We leaked the unbranded fail video to a WhatsApp group of influencers, they unknowingly uploaded the video to all their Social Media sites and from there it went viral. Then all we did was own up to the video and release our branded version.
Our ad got viewed in over 150 countries and from a $3000 media budget we earned over $4 million dollars of free media.
My role in this campaign was Strategy, Concept, Copywriting, Directing, Producing & Acting along with my Misfits team.
UNBRANDED VIDEO
BRANDED REVEAL
QATAR FOLLow-up stunt
Best in Class:
Creativity at Cannes 2017
by Twitter.
https://marketing.twitter.com/emea/en_gb/success-stories/canneslions-campaigns-2017.html