Using influencers to bring a brand to life

Chauffeur service Blacklane used Fly with Haifa and Salama Mohamed for its latest film ads

Salama Mohamed

Blacklane has been leveraging the power of influencers to bring its campaigns to life, adding the personal touch to its brand.

It has just finished filming the fourth part of its ‘Chauffeur Surprise Series’ in collaboration with influencer Fly with Haifa. 

Blacklane has also been working with influencer Salama Mohamed for a six-part series which includes interviews conducted in a luxury Blacklane car.

Hosted by the Emirati entrepreneur, each episode delves into the life of a Dubai trailblazer, each of whom has crafted an awe-inspiring success story within the vibrant city.

“Our audience will be transported behind the scenes as we uncover pivotal moments in their careers and lives, all interwoven with both fun and heartwarming questions, offering an intimate glimpse into the souls of these extraordinary individuals,” said Rakhee Raval Shepherd, Head of Marketing & PR for Blacklane UAE.

Fly with Haifa

For the Chauffeur Surprise series, Blacklane’s social media manager spotted Haifa after viewing her content.

“It was more than beautiful images, the way she captures the heart and soul of the destinations she visits and engages with the people she meets felt authentic and unique.

“Haifa is an extraordinary woman, and her energy and creativity was different to other influencers in this space. We had scheduled to work with her for one reel, but when we saw the output, we decided to make it a 4-part digital series.”

Fly with Haifa (right) with Blacklane chauffeur Esther

In the campaign, Blacklane shifted its focus from showcasing its services to highlighting the core values that define its brand.

“We view our chauffeurs as the backbone of our business, prioritising and investing in their well-being and personal and professional growth,” added Shepherd.

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 In the Blacklane

For the In the Blacklane film series, all interviews take place in the backseat of a Blacklane car, featuring intimate conversations with ‘game changers’.

Host Salama Mohamed is the founder of Peacefull skincare and is ranked #11 in Forbes Top Women Entrepreneurs.

The first guest Blacklane secured was Amna Al Qubaisi, the first Emirati female racing driver followed by Ameni Esseibi, the first ‘curvy model’ of MENA.

Haifa with Blacklane chauffeur Santosh (left)

“We then wanted to incorporate some males into the mix and thought about the type of content that would appeal to them…food and music were the obvious choices so Joey Ghazal, the restauranter and Khaleeji rapper, Freek were perfect choices.”

Blacklane collaborated with production house Hyku and Soultrap Studio for the series.

“This approach aims to go beyond traditional branding, creating a more relatable and engaging connection with the audience by showcasing the human side of the brand and its connection to the vibrant city.”