Careem is a car booking app that is already operating in 49 cities across Middle East, North Africa and South Asia (MENASA) region.

This hyper-growth startup needed to launch their brand with a campaign that matched their personality (risk takers/innovators/digital age pioneers) and it needed to be seen by millions and millions of people across the MENASA region.

The problem was that they had literally zero budget to do so. To get the exposure we needed for the budget we had we needed to maximise the power of social media. To do this we had to make sure our launch campaign went viral.

First an unbranded teaser was released of a man being catapulted from a skyscraper in the Dubai Marina to a net on top of another skyscraper in JBR. The guy misses the net and seems to be plummeting to his death, the video then shows the people in charge panicking as if something went wrong.

This is where the unbranded video cut. This was shot in a style to make it look like real content so people would share it and talk about it.

Once this went viral the branded reveal was released which said 'There's a better way to get around - and showed the car booking app Careem'.

Then every person, news site,blog etc. who shared the original video revealed our ad to the world, all for free.

We leaked the unbranded teaser to 7 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 by every major news site and blog across the region. Then it started being shared around the world on sites like 9Gag, Unilad, Men's Humour, Herb and even the famous band LMFAO shared it. One facebook user has 15.5 million views on his page of the video.

Then it really went crazy, the Dubai government were getting contacted so much by press and people from around the world that the cyber crimes division called and made us reveal the ad and tell the world it was a stunt. By this stage it had been seen in over 150 countries worldwide and every started to share our revealer telling the world that it was Careem.