Buraq is a smart app for planning rides that lets you get cheap, safe, and comfortable rides with the touch of a button. Featuring a fleet of well-maintained vehicles driven by professional chauffeurs, Buraq caters to daily commuters seeking premium travel experiences. The brand approached Prism Digital to launch the app in a highly competitive UAE market, specifically targeting medium to high-end users in Sharjah. The goal was to generate strong brand awareness and drive a significant number of app installs during the launch phase.
Pain Points
1. Market Saturation
Entering the UAE ride-hailing market, which is already very full and competitive, was very hard for Buraq App. It was hard to stand out among well-established players.
2. Brand Awareness
With low brand recognition in a new and crowded segment, Buraq struggled to earn trust and visibility among potential users unfamiliar with the service.
3. Niche Targeting
Buraq needed to target a specific demographic—medium to high-end users in Sharjah—requiring a hyper-focused, localized marketing strategy to resonate with this unique audience.
4. KPI Pressure
The brand faced intense pressure to meet aggressive KPIs for reach, engagement, and app installs, demanding rapid execution and a results-driven digital strategy.
Results
Campaign Reach
The launch campaign reached over 1.5 million people, significantly increasing brand visibility across the targeted region.
Ad Engagement
More than 40,000 people clicked on and interacted with our ads, which shows that people were really interested in and engaged in the campaign material.
App Installs
With 14,714 app installs, the omnichannel approach went above and beyond the original goals, bringing high-quality people to the Buraq platform.
Conclusion
Prism Digital’s performance-driven SEM strategy played a critical role in the successful launch of the Buraq App. By combining Google and social media marketing with laser-focused targeting, we exceeded all key performance indicators, setting a strong foundation for Buraq’s growth in the competitive ride-hailing market.
