Careem Pay

THE BRIEF

Careem, the number one Super App, in MENA, Pakistan and Turkey, and our long-term client, tasked us with the launch of its financial service, Careem Pay, on the multi-service platform in April 2022. Careem provides multiple services across three areas: Mobility of People, Mobility of Things and Mobility of Money. The launch of Careem Pay was a significant moment for Careem as they were entering into financial technology and needed to make a big splash. The aftermath of the pandemic showed that people were looking at cashless ways to pay for goods and services on and off the app and it was a race for companies to get market share. Careem Pay was giving its user base the ability to send and receive money through peer-to-peer payments (P2P) without needing to leave the app. Careem Customers could send, request or receive money just by sharing a phone number, personal QR code, or personal payment link. With the importance of launching into fintech properly, the communication of this to the media had to be very clear for maximum adoption. 

THE DELIVERY

In a non-traditional market environment due to the pandemic, the launch required a strategic virtual event in April 2022. 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 service Careem Pay to journalists region-wide in one united moment, streamed to the phones and computers of the targeted, invited guests. Post the introduction, a live Q&A session was hosted, allowing for further information to be asked and requested. Lastly, one-on-one interviews were set up with key journalists, Mudassir and other senior leadership to secure ‘in-depth’ coverage with exclusive commentary.  The launch event for Careem Pay allowed for a clear explanation of the P2P feature and showed how easy it was for customers to interact and utilize the service, all the while offering a chance for sound bites, direct quotes and one-on-one interviews.

THE OUTCOME

The virtual event saw all key UAE journalists in attendance.

Build brand awareness – With a total circulation of over 195 million, we got our brand in front of new audiences. We saw a total PR value of over USD $500,000 in less than one month.

Manage brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate, driving customers to complete the KYC process and use the service. 

Strong regional and global coverage – The virtual event was highly attended with follow-up interviews with regional and global titles (both English and Arabic) such as Bloomberg TV, The National, Khaleej Times, Gulf News, Al Arabiya TV, Arabian Business, Arab News, MEA Finance and Lovin’ Dubai.