Mobility in Egypt has been facing several challenges with the onset of a floating currency resulting in an increase in car prices and fuel. These challenges lent itself as an opportunity for car-hailing to become an alternative form of transportation. The introduction of car hailing in Egypt instant rivalries were quickly created between Uber, a global giant, and Careem an Emirati startup turned regional brand. Since its launch in Egypt, Careem was perceived as a follower brand, a local knock off from the category pioneer. Entering the market as a provider of promotions and offers, Careem didn’t give itself any differentiation from its competitor, and in a way, took part in the creation of such perception. To challenge this perception, a brand point of view had to be built to change the promotion-driven strategy, through a clear brand positioning, in a ‘competition-named’ category, was a turning point for Careem

The streets of our capital are notorious for their chaos, it's a concrete jungle. Try to describe it to anyone and you will feel how challenging that is, seldom does it make sense. Streets with no names, streets with changing names and streets that are streets in name only. Berlin street, Beirut street, all in Egypt. To manifest the brand point of view, a verbal navigation took the viewer on a street-focused visual journey film. Traveling through the streets of urban Egypt from a perspective never seen before in Egypt, from up high – aerial to down low in tight alleyways, showing the magnitude of the concrete jungle, we navigate through – everyday but from a brand-new perspective. A film that needs to be viewed more than once to grasp the details that is Egypt’s streets

A verbal navigation took the viewer on a street-focused visual journey film. Traveling through the streets of Cairo from a perspective never

seen before in Egypt, from up high – aerial to down low in tight alleyways, showing the magnitude of the concrete jungle we navigate through - everyday. A film that needs to be viewed more than once to grasp the details. A film that only a local would appreciate & relate to.

The film was launched online given the nature of our primary target audience, accompanied by teasing mind-stimulating posts to further emphasize on the confusing streets of Cairo