Campaign Concepts for Q4, 2025
In a market where lots of people still perceive Careem as pricey, our campaign flips the story with a single, unmistakably local reaction.
بس؟
Only?
Really? Only? بس؟ صج؟
Yes, for real | Yes, only that much
أي بس | أي صج
Rooted in the humour, warmth, and expressiveness of local culture, our campaign transforms affordability into an emotion that moment of pleasant disbelief when people realize how accessible and affordable Careem rides truly are.
Through relatable everyday scenes, witty social clips, and bold outdoor storytelling, “Bas?! Sijj?!” captures Kuwait’s collective surprise and turns it into a movement which drives our desired perception shift.
That moment of surprise the “Bas?!!” reaction becomes the heart of the campaign.
Each piece of communication dramatizes that instant realization that Careem isn’t just convenient or solid it’s actually within reach.
Everyday people in everyday moments discover that riding Careem costs less than they ever thought triggering that funny, spontaneous reaction:
“Bas?!”
(Careem? Only 1 KD? Really?!)
“Bas?! Sijj?!” The sound of Kuwait discovering Careem’s true affordability.
Emotional & Cultural Core
Tone of Voice:
- Funny, warm, local, relatable
- Fast-paced, reaction-driven humor.
- Expressive, street-smart tone using real local slang and situations.
Emotional Hook:
The humor of pleasant disbelief capturing that universal local instinct to react dramatically to a good deal.
When it’s too good to be true you have to say “Bas?! Sijj?!”
Videos Concept
We show short, funny moments of people discovering that Careem rides cost much less than they expected.
Each scene ends with the character’s “Bas?!”, “Sijj?!”, “Only?!” reaction turning it into the campaign catchphrase.
Visual identity:
- Bold typography with !” /Baaaas?!” popping up as expressive speech bubbles or comic bursts
- Local Kuwaiti backdrops (cafés, markets, malls, gyms)
Tone & Style
- Humorous but premium Never cheap – funny in a smart, situational way.
- Localized flavor Using real language and local humor, not textbook Arabic.
- Visually expressive Reaction shots and expressive typography drive recognition.
Mood-board with Motion & Transition Effects References
Megas
Mupies
Infuencer/Social media content
Influencer challenge – people guessing fares and reacting to actual prices. (grasping their reactions)
CRM / In-App / Push Notifications:
- “1 KD rides in Salmiya. Sijj!
- “750 fils rides in Hawally. Really!
Concept 2: Yalla! !يلا
!يلا Yalla! चलो! Tayo na!
A bold, action-oriented campaign that puts the cab company as the go-to for movement, freedom, spontaneity, and reliability.
Careem is Kuwait’s most well-known brand for taxi and e-hailing. We must use this as leverage to reinforce Careem as a People’s brand. Not only for the people but from and of the people too. This, backed by the extremely competetive prices offered, will encourage users to book through Careem. We remind them of all the additional services they receive and how easy and convenient it is. Lastly, we emphasise on Careem’s reliability. A trusted brand that has been the key player for years in the region.
The Human Connection
The campaign will feature ‘real’ people in ‘real’ scenarios. Everyday situations where Careem is a natural part of their lives, always on top of their mind. Shot almost documentary style. Movie title with “Based on a true story”. Almost as if it was shot on a phone. Even the stills for the offline will feature everyday people, looking NORMAL.
Keywords: RELIABLE. AFFORDABLE. CONVENIENT (Easy to book)
A unique twist to the campaign could be a teaser campaign on social media (and probably in-app), asking users to audition to be part of the upcoming ads. This will truly connect the audience not only to the campaign but to Careem as a brand.
This would also bring authenticity to the visuals – digital and offline.
More faces, more human, use actual testimonials as part of the campaign
Note: We could hire models to replicate the feel of real-life situations, if needed.
