Turning cab rides into a game show 

The ride-hailing industry in Kuwait is nascent, with great potential to convert a big portion of the population that still depends on hailing taxis on the street, instead of booking through an app. In the affluent country, people are used to having their own cars and even their own drivers. So, the culture of ride-hailing doesn’t come to them naturally or innately.

Break through to a younger generation with an interactive, buzzy experience that connected with their modern, TikTok-honed sensibilities and pushed Careem top-of-mind in their daily habits. Renowned influencer, presenter and comedic personality Abdullah AlZayada would became ’Captain Wanasa’ (literally Captain Fun), an entertaining game show host.

We put ‘Captain Wanasa’ in a Careem-branded car with a high-tech camera, handed him a list of trivia questions and made a show out of it – for a few unsuspecting Careem users who fit our demographic bill. The ‘Captain Wanasa’ Game Show featured three difficulty levels and a different prize for each. Questions related to Careem were added to help raise awareness about its offering.

Our stand-out video campaign was rolled out in six episodes on Careem’s official Instagram account over 7 weeks, generating more than 2 million total impressions and 535,000 total engagements. Bookings also increased 37% year-on-year in this period.