Furthermore, the digital marketing team worked on targeting specific locations by implementing a promo code from the discount offer in this campaign. They tracked the performance of social media following and number of trips taken using the promo code.
The videographer was sourced externally. We asked colleagues to be actors for this campaign. During the shoot, I art-directed the shots to ensure the brand guidelines were followed. I designed the title cards for the videos, which included the experiment information and campaign lockup. I put the video composition together that included the edited footage, audio, closed-captioning, logo transition and call-to-action animation. Additionally, I adapted the approved video into two other dimensions.
ART DIRECTION, GRAPHIC DESIGN, VIDEO EDITING & COMPOSITING | CLIENT: HALA
#4
Beat the heat!
Hala is an e-hail transportation company based in Dubai, UAE. The service is available only on the Careem App, a proprietary app of Careem Networks FZ-LLC, a subsidiary of Uber.
This campaign was to increase Hala’s social following and the number of taxi trips taken during the hottest months of summer, June to August.
The title card was used to show the title and ‘beat the heat’ lockup, giving a ‘take one, take two’ theme. This continued throughout these experiments. All title cards followed brand guidelines with Hala blue and small elements of orange.
We (marketing team) were briefed on this project by the Operations team during our weekly meetings. The team included Head of Brand, Digital Marketing, Content Creator, Marketing Associate and Design Lead (myself). The target demographics for this project was bike, car and streethail riders. I conceptualized the ‘Beat the Heat’ campaign, where we had 3 videos with live action and a voice-over. Previous videos had introduced the Hala testing centre, which continued here, where hapless human subjects look for innovative ways to stay cool while riding - all coming to the conclusion that booking with Hala is the best way to beat the heat.
Experiment #62: ‘Wheely fan’
The intern tester appears on screen with the title card and then has an unnerving moment of confusion, clearing the frame focusing on the research participant (street hailer) and the other tester in the background. The participant’s outfits and extension cord were a shade of orange and blue to bring out a pop of color following Hala’s brand guidelines.
Here the participant runs outside her home holding the top base of a standing fan, while carrying an extension cord, too quickly to realise the extension cord has reached its limit. The participant cools herself off while trying to hail a Hala taxi. The tester shakes his head in disapproval of her choices.
The intern tester appears on screen with the title card and then has an unnerving moment of confusion, clearing the frame focusing on the research participant (street hailer) and the other tester in the background. The participant’s outfits and extension cord were a shade of orange and blue to bring out a pop of color following Hala’s brand guidelines.
This campaign was to increase Hala’s social following and the number of taxi trips taken during the hottest months of summer, June to August.
The title card was used to show the title and ‘beat the heat’ lockup, giving a ‘take one, take two’ theme. This continued throughout these experiments. All title cards followed brand guidelines with Hala blue and small elements of orange.
We (marketing team) were briefed on this project by the Operations team during our weekly meetings. The team included Head of Brand, Digital Marketing, Content Creator, Marketing Associate and Design Lead (myself). The target demographics for this project was bike, car and streethail riders. I conceptualized the ‘Beat the Heat’ campaign, where we had 3 videos with live action and a voice-over. Previous videos had introduced the Hala testing centre, which continued here, where hapless human subjects look for innovative ways to stay cool while riding - all coming to the conclusion that booking with Hala is the best way to beat the heat.
Experiment #49: ‘Cooling the car’
The intern tester appears on screen with the title card and then has an unnerving moment of confusion, clearing the frame focusing on the research participant (car rider) and the other tester who is timing him. The participant’s outfits and props were a shade of blue to bring out a pop of color following Hala’s brand guidelines.
Here the participant runs outside his home, too quickly to realise the handle is extremely hot to touch! Our tester starts timing the participant, how quickly he can have the air conditioning on. He takes out his car keys to start up his car, only to realise that the door has locked him outside in a robe. Someone in the neighborhood yelled out ‘Pervert’, as he waved hello! Our tester shook his head in disapproval of the participants' choices.
The outro calls back ‘beat the heat’ and signs off with a call-to-action. In agreement with the voice over, he booked a Hala taxi on the Careem app and has never gone back to his car. Something odd has happened here, the participant is wearing the tester’s clothing! Our tester is seen running behind the Hala taxi with the participant’s robe!
The intern tester appears on screen with the title card and then has an unnerving moment of confusion, clearing the frame focusing on the research participant (bike rider) and the other tester. The participant’s outfits and props were blue to bring out a pop of color following Hala’s brand guidelines.
Here the participant checks aspects of the bike, like the ringers on the bell and propping up the umbrella. Soon she realizes, this arrangement on her bike won’t beat the heat. The outro calls back ‘beat the heat’ and signs off with a call-to-action. In agreement with the voice over, she booked a Hala taxi on the Careem app and has never gone back to her bike.