Careem X RTA
Connecting via a Roundtable
THE BRIEF
Careem, the number one ride-hailing app in MENA, Pakistan & Turkey, briefed us with the exclusive announcement of the official launch of the Hala E-hailing Service, taking place in partnership with the Dubai’s Roads and Transport Authority (RTA). The new company, Hala, is the newest way to book a Dubai Taxi. Via the Careem app, it enables customers to ride at the touch of a button. Hala is the key to unlocking the most available and convenient travel in the city. Given the intricacies of the partnership, the new company and it’s hosting on the Careem app, it was critical that our messaging was clearly and effectively communicated.
THE DELIVERY
The launch was announced during a round table press event held by Ahmed Bahrozyan, Chief Executive Officer of Public Transport Agency (PTA), Bassel Al Nahlaoui – Managing Director of Careem Gulf and Pakistan, Clemence Dutertre – Chief Executive Officer of Hala, Ibrahim Sultan AlHaddad, Director, Commercial & Investment Department and Hala Board member, and Adel Shakeri, Director, Planning and Business Development, Public Transport Agency, RTA. Having key spokespeople from each partnering entity allowed for clear explanation of the new company, it’s offering through the app, and how customers can interact and avail the offering, all the while offering a chance for sound bites, direct quotes and limited 1:1 interviews.
THE OUTCOME
We hosted an intimate round table with 10 top tier press which allowed us to
Build brand awareness – With a total circulation of over 50 million, we got our brand in front of new audiences. We saw a total PR value of over $5.5 million in less than one month.
Manage brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate.
Reach new audiences to further brand reach and support bottom line – The app saw an increase in rides booked through Hala compared to the previous low-cost offering.