I’m sure you all saw the Careem billboards challenging Uber to a Dance Off. I personally saw them while stuck in traffic in Ubers all this week since my car is in the shop. Anyway, the campaign was all over the place, and here’s the official challenge posted on Careem Lebanon’s Instagram page.

https://www.instagram.com/p/BaKCKiunNb-/?taken-by=careemleb

I Love It When Brands Do This Kind of Marketing

Pepsi vs Coca Cola abroad? Almaza vs Beirut Beer here at home? Yes please! I love the more aggressive marketing campaigns that make each brand seek to one-up the other in comebacks and execution of each campaign.

It’s been a delight, although a little confusing, seeing that unfold between Careem and Uber in Lebanon the past couple of weeks. Lots of you asked me what this campaign was about, and to be honest, I just understood what was happening today, after the Dance Off had already happened…

Post-Dance Off

Now, for some reason, the Facebook Live video on Careem’s Facebook page doesn’t have any dancing in it, just over 9 minutes of the MC introducing what’s gonna happen after no audio for a few minutes at first. I guess maybe they’re working on the final video with the actual dance off, but as of this post, 2 hours after the #DanceOff happened in Beirut Souks, there was still nothing.

I did manage to find a clip posted by Beiruting.com on their Instagram page though:

https://www.instagram.com/p/BajY9O3FncQ/?tagged=careemdanceoff

Uber’s Epic Response

I was wondering why Uber hadn’t come out with anything, seeing how the Careem campaign was all over the place. Then, they unleashed this savage comeback, turning Careem’s publicity stunt into a chance to do some positive impact by painting one of Beirut’s iconic stairways, as well donate to the Ayadina NGO. Ayadina’s “about” section states:

For children and youth, the association offers an Arts Education program. This unique program addresses social problems by providing opportunities for channeling emotions into creative expression, cultural and artistic exposure, talent development, improved academic achievement, and economic empowerment

source

Uber 1–0 Careem

I guess it’s safe to say that Careem just got seriously #Ubered… Here’s why:

• The campaign wasn’t clear. How is it a dance off if Uber isn’t part of it? Who’s gonna do the dancing? At first I thought they got the Uber and Careem drivers to rehearse interpretive dance routines and perform them on a Sunday afternoon at Beirut Souks. I was obviously wrong 😛
• The technical difficulties and lack of engagement on the #CareemDanceOff hashtag made the handful of people who happened to be in Beirut Souks actually see what happened.
• Uber Lebanon’s savage comeback was both tasteful, and for a more noble cause, making Careem’s fun and edgy dance off idea seem a bit tasteless in comparison. Uber was “too busy painting stairways” *BURN* to participate, but committed to donate an amount that matched Careem’s viewership on their Dance Off live-streamed video to Ayadina. That’s some woke stuff. Brilliant.

So, I’m calling the first round in this epic marketing clash between Uber and Careem in Lebanon, to Uber. Can’t wait for the next one!