Dentsu Aegis Network has begun the year on a busy not in the region. The agency’s digital creative agency, based in Cairo and Dubai, Digital Republic linked by Isobar, won the brief to develop and manage online content and social media services for technology giant Uber in Egypt.

The agency will also collaborate on supporting Uber Egypt on ad-tech solutions to help promote the service among the large tech-savvy audience present in that market.

Prior to this, the smart mobility application had managed digital content creation in-house and following a competitive pitch, awarded the account to Digital Republic linked by Isobar. Key to the agency’s selection was its strength in consumer insight and their strategy to combat the unique challenges presented by the distinctive Egyptian market.

Uber soft-launched in Egypt in November 2014, followed by a fully-fledged launch only three months later in February 2015, in order to keep up with exponential growth in demand. The Egyptian customer base has now reached over 2 million, an audience that Uber is keen to continue connecting with across its digital platforms beyond the app.

“We were looking for an agency who could help manage our entire digital presence in Egypt from production and content creation to supporting us on ground activations as well as a partner to collaborate on potential ad-technology solutions. Digital Republic linked by Isobar showed us a commitment to doing things differently, with real creative thinking and insight driven content creation. We look forward to working together to help develop the Uber brand in this market,” said Abdelatif Waked, General Manager, Uber Egypt.

Digital Republic linked by Isobar has already managed several digital campaigns for the brand, looking to leverage historic moments and events such as the crucial Egypt vs Ghana World Cup qualifier football match, “Uberversary” and other topical flagship activities and events.

“Uber has become such an iconic brand and is a clear representation of the changing times we live in. They need an online strategy to match their reputation. We are extremely excited to help them along their creative and digital journey in Egypt by developing relevant, timely content and solutions that will resonate with the Egyptian audience,” stated Karim Khalifa, Founder and CEO, Digital Republic linked by Isobar.