About the project
We started off thinking about the campaign by tapping into a behavioral insight that is relevant to a big chunk of UAE residents. During the hot months of summer in the UAE, Dubai expats tend to travel abroad to escape the heat. Residents start coming back at the the end of August ready to start fresh in September. It is the time where people go back to their daily routine and daily grind. Planning schedules is always top of mind. However going back to a routine after a vacation can be frustrating and stressful. Getting to work, school or even to the daily errands right on time shouldn’t be a worry to Dubai residents.
This is where Hala Taxi plays a crucial rule offering residents a solution. By creating an awareness campaign revolving around one of Hala’s value propositions: A ride to you in under 3 minutes we were able to remind people across the city that Hala is the way to go. Along with the value proposition, tapping into the relevant behavioral insights helped us come with a relatable and fun campaign direction.
“Made Easy with Hala Taxi” A ride to you in under 3 minutes. A 360 campaign was created with 3 social films, billboard across the city, targeted digital ads, Careem InApp notifications as well as influencer collaborations.
Hala Back
To The City
BACK TO
SCHOOL
FILM
BACK TO
THE GRIND
FILM
BACK
TO UNI
FILM
