2017 Winners & Shortlists

The Campaign

The creative idea was simply to show Careem as the better way to get around. The execution had to be unique in order for it to compete with the millions of content videos that get shared every day across social media. We created an unbranded teaser that was shot in the style of real footage caught on a phone camera so people wouldn't realise it's an ad and share it (we know that people don't generally share ads). This video shows guys in a car videoing 2 local men riding on a rhinoceros down the Corniche in Doha, Qatar. The guys seem to lose control of the rhino when a car beeps. The reveal part of the ad simply states there is a better way to get around (rather than the silly transport method shown) and then brings in the car booking app product and logo etc.

Creative Execution

We leaked the unbranded teaser through key influencers via whatsapp. They immediately uploaded the video to their social media site asking their followers 'is this real?'. Within a few hours it was picked up and shared around Doha and then the region.

Youtube - 1.1 million views organically.

This film was created for the sole purpose of being shared through social media as if it were a real content video. It was shot in a way to look very real and like caught footage so no one would know it was an ad and share it. We first released an unbranded teaser to get attention and then once it went viral we released the branded revealer.

The only way to get the exposure we needed was organically through social media. Our target audience was so diverse it ranged in ages and ethnicity, religions and race and from people to organisations, so the only way to talk to all of these at the same time in the same place was of course social media. By making our video go viral on all of the social media platforms our message was delivered around Qatar and the region and our objective of getting the Careem brand out there was certainly met.