On Sunday 24th June, Saudi women were legally permitted to drive for the first time in history. So to celebrate, Careem asked markettiers to help them promote their work in the region as well as their first female Saudi driver. Seeing a big opportunity to engage with global, regional and local audiences Careem wanted maximum coverage across multiple platforms.
Firstly we interviewed Careem’s Dubai CEO in order to set the scene. It was a means of promoting the company and talking about investment in the region more generally. But to provide more of a spectacle, we arranged an interview and video shoot in the desert with someone special- Careem’s first female Saudi driver.
In both English and Arabic we created and edited the content. This included B-Roll footage destined for TV and video news releases for international media. Immediately our local team worked in tandem with international news teams in our London headquarters. Under embargo, we gave the media access to some striking footage for their news bulletins.
To date, the Careem piece has clocked up over 50 pieces of broadcast coverage including several top tier outlets. And while broadcast coverage was racking up, reams of noteworthy press coverage followed suit. Careem pieces featured in a host of titles and social media. To name a few, The Independent (Facebook Page) Belfast Telegraph, AOL, Esquire ME Arabia, Al Bayan.ae, Arabian Business Arabia, Saudi Gazette, Eye of Riyadh and ARN among others supported the story.
In addition, CNBC, Bloomberg, Sky News and Emirates News compiled their own news packages using markettiers’ B-Roll.
Please see examples of coverage:
Arabian Business – http://www.arabianbusiness.com/transport/399287-female-drivers-start-working-with-careem-today (showcases our English VNR)
Independent – https://www.facebook.com/TheIndependentOnline/videos/10156171459561636/ (they put together their own package using the B-Roll)
CarNews2day (Arabic) – http://carnews2day.com/ar/news/view/4259/المرأة-في-السعودية-تُباشر-تجربة-القيادة-مع-كريم (showcases our Arabic VNR)