When Careem Took a Mysterious Series of Apocalyptic Events Viral
We decided to take Halloween to a whole new level with Careem’s uniquely devised campaign. Forget about monsters and witches… we wanted to bring the walking dead to Egypt in an epic apocalyptic series of videos. We wanted to experiment with creating a buzz through shareable content that is not branded, and to attract the community’s attention throughout the timespan of a week, and finally reveal the campaign on Careem’s official digital platforms on Halloween day. The campaign was mainly divided into 3 phases, which were as follows:
This campaign proved to be greatly successful in that it was an incredibly engaging and innovative way of introducing one of Careem’s newest features. The Share Tracker feature allows people to share their location and arrival destination with family and friends in order to ensure safety – we played on the concept using the idea that Careem would ensure a safe ride even through a zombie apocalypse.