The creative idea was to show Careem as the better way to get around the city opposed to all other transport methods. We did this by creating and testing a new transport method called the 'Human Slingshot'. Unfortunately the test didn't go to plan and the man catapulted past the safety net, so it really did highlight the fact that Careem is the better way to get around.

We leaked the unbranded teaser to 3 key influencers via whatsapp. They immediately uploaded the video to their social media sites not knowing it was an ad.

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 the teaser had been seen in over 150 countries worldwide so we just owned up to the video and revealed our branded version.

It reached over 150 countries worldwide and is still being shared today.

Facebook has over 100 million views from multiple sources - this number is still growing, and is impossible to equate properly.

Twitter

162M Impressions delivered in 90 days

Twitter First View delivered 48M impressions in 3 days with an amazing 3.31M Video Views

Cost per Install decreased by 10% while increasing reach by 25% QoQ

90k mentions of the Emoji #Careem

YouTube views on the Careem page are 4,950,935 views but because it has been uploaded from multiple sources the total figure is much more. (completely organic)

Instagram we don't know the total figure because it was shared from multiple sources.

Google 'careem human slingshot' and you'll see aprrox 2870 results across 18 pages, nearly all for Careem.

Snoop Dogg shared our video on his Instagram page, 9 months after the campaign hit it is still being shared around the world. Getting an additional 918,887 views / 4,427 comments & 82.6k likes

https://www.instagram.com/p/BTPFOvIDj8F/?hl=en