BRIEF:

Drive awareness to Careem being the best mode of transport over it's competitors.

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EXECUTION:

Before releasing tactical coms highlighting all the services they offer that makes them better; We leaked a series of unbranded  disaster attempts at transport on whats app & social media; while posting branded versions with our messaging on the brands pages.

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RESULTS:

The unbranded versions went viral and got over 200 million organic views and we had people redirecting everyone to the branded messaging organically.

Shared by Elon Musk, Snoop Dog, LMFAO, 9gag, Unilad, news coverage globally all organically.

Shared in 150+ countries.

$4.2 million earned media.

35% increase in app installs.

Awarded at the Cannes Lions Festival.