Campaign Concepts for Q2, 2025
Having established Careem as a trustworthy and reputable brand in the Kuwait market, we now aim to leverage this awareness to drive greater customer acquisition. The campaign will focus on encouraging existing users to stay loyal to Careem and use it regularly. By featuring simple, relatable scenarios with a touch of humor, we will connect with people on an emotional level, inspiring them to take action and choose what’s best for them – whether it’s convenience, savings, comfort, or safety. Careem is just one tap away!
Concept: Worth it
Worth it
Totally worth it!
يسوى
أكيد يسوى
Studies show that the higher cost of rides is the primary reason users hesitate to book a Careem, as they perceive it to be less affordable compared to hailing a street taxi. With this in mind, our goal is to highlight the added convenience and comfort that come with paying just a little more. We want to remind users that it’s worth prioritising their own needs – that they truly deserve the best – and that Careem is always dedicated to putting them first.
Why compromise on comfort, time, and peace of mind when you deserve better?
With Careem, you choose yourself – because you’re worth more than unnecessary stress.
This campaign taps into self-worth and personal value, positioning Careem as the obvious choice for those who prioritise themselves – their comfort, time, and financial well-being.
Why This Campaign Works:
People in Kuwait are busy and tired of everyday inconveniences—this campaign speaks directly to them.
It makes people realize they deserve better.
The VIP stunt & funny social videos encourage organic engagement.
The campaign naturally leads into Careem+ benefits.
Mood-board with Motion & Transition Effects References
Suggested Influencers
Talal Sam
– Followers: 1.6 million followers.
– Engagement Rate: Around 1.07%, with an average of 17,600 likes per post.
• TikTok
– Followers: 2.9 million followers.
– Likes: Over 55 million likes across 450 videos.
• YouTube
– Subscribers: 430,000 subscribers.
– Total Views: Around 54.9 million views across 67 videos.
Khaled Al Muthafar
– Followers: 999k followers.
• TikTok
– Followers: 416k followers.
– Likes: 3.6 million likes.
• YouTube
– Subscribers: 305,000 subscribers.
– Total Views: Around 54.9 million views across 67 videos.
Anfal Al Sairafi
– Followers: 413k followers.
• TikTok
– Followers: 410k followers.
– Likes: 8 million likes.
Abdrahman Al Badah
– Followers: 235k followers.
• TikTok
– Followers: 32k followers.
– Likes: 497k likes.
Bdgeega
– Followers: 224k followers.
• TikTok
– Followers: 154.3 followers.
– Likes: 2.3 likes.
Savings (Careem Plus subscription)
Person in a Careem with lots of shopping bags – So I bought all this stuff I’ve been waiting for, for months. Thanks to Careem Plus the more you travel, the more you save. For someone like me who’s always on the move, it’s just perfect!
Is money you saved and spent still money you saved? *Shrugs* It was worth it.
VO: Get 10% off on rides with Careem+ for just 500 fils! The first time’s free!
And you can book a ride from the comfort of your home, reach on time, track rides, feel safe and don’t have to haggle.
It’s worth it.
Passenger: Totally worth it!
Note: The VO could be by the Careem captain who is played by a social media influencer. Each time he is a slightly different character of different nationality and talks looking at the camera.
PDF with full scripts + Arabic translation and suggested cast.
Safety (Taxi Select)
Close-up of one friend looking super excited and laughing, driving like he’s playing a game!
The other looking really scared, holding on to his seatbelt.
F1: I feel so alive!
F2: I’m going to die! I’m going to diiie!
F1: AAAAAHH! (Happy)
F2: AAAAAHH! (Scared)
Cut to (Match-Cut): In a Careem cab with no noise. Just a quiet peaceful ride.
VO: When you just want to get a ride to get somewhere and not a rollercoaster ride, ride with Careem.
Book from the comfort of your home, reach on time, track rides, feel safe, no need to haggle.
And you get 10% off on rides with Careem+ for just 500 fils! The first time’s free!
It’s Worth it.
Passenger: Totally worth it!
Could mention Careem’s emergency help feature and customer care for rash driving or any other complaints
No Haggling (Right Estimate + Pay by card)
Passenger sitting in the front seat hands 2KD to the cab driver
Cabbie: It is 5KD
Passenger: That’s too much! We agreed on 2
Cabbie (angrily in broken Arabic): Shunoo 2? ‘Two’ much traffic (showing 2 with his fingers). This is ‘two’ less!
Passenger: Okay take 3
*Cabbie pouts and makes a sad baby face*
Passenger: 4?
Cabbie (now smiling): What is the difference between 4 and 5? Nothing!
Passenger: Haram! This is…!
*Cut to* (Match-Cut)
Passenger in a Careem. Car stops, he looks at the captain. Captain looks at him and nods. He leaves.
VO: Your ride shouldn’t feel like haggling at the fish market.
Get the right estimate before you start your journey, pay directly with your card or Careem credit, book from the comfort of your home, reach on time, track rides and feel safe.
And you get 10% off on rides with Careem+ for just 500 fils! The first time’s free!
It’s Worth it.
Passenger (sticks his head back in): Totally worth it!
Pre-book and extra space (Comfort Plus)
We see a car completely stuffed – There’s a big suitcase on the front seat, a couple sitting at the back with some more bags on the seats next to them. A child on the mother’s lap.
Dad: Thank you, Uncle Khaled for coming last minute to drop us to the airport.
Khaled: My car is your car. Any time!
Mom: We managed to get everything in. Thank you! Hope we didn’t forget anything.
Dad: Six bags, passports, pillows, slippers for the beach, chilly flake packets for you. We got everything.
*Pause*
Dad: Where’s Ahmed?
Mom: We forgot Ahmed!
*Car stops!*
*Cut to* (Match-Cut)
Everyone, including Ahmed (their second child) is sitting comfortably in a Careem Plus.
VO: Forget your worries. Not your child.
And remember you can pre-book a ride or book a Careem Plus from the comfort of your home, reach on time, track rides, feel safe, no need to haggle.
And you get 10% off on rides with Careem+ for just 500 fils! The first time’s free!
It’s Worth it.
Mom (looking at Ahmed with love and worry): Totally worth it!
Peace of Mind (Book rides for your loved ones)
We see an old man at the driver’s seat with very old, slow music playing.
He is enjoying the music.
His son enters the car and immediately switches the music.
The father, without hesitation, changes it back.
The son looks at him for a second and almost challenges him as he changes the music again.
The father gives a blank stare and this time when he changes the music, the scene match-cuts to:
Son quietly sitting in a Careem.
VO: Respect your peace of mind.
Book rides for your loved ones, with tracking from the comfort of your home
Reach on time, feel safe, no need to haggle.
And you get 10% off on rides with Careem+ for just 500 fils! The first time’s free!
It’s Worth it.
Cut to father driving alone in his car: Totally worth it! (switches on his music).
Supporting Outdoor, Social Media & Digital Messaging
- Worry-free rides. Worth it (Totally worth it!)
- Peace of mind. Worth it (Totally worth it!)
- More rides, more possibilities. Worth it (Totally worth it!)
- No more haggling. Worth it (Totally worth it!)
- Safe, tracked rides. Worth it (Totally worth it!)
AI generated image from the storyboard for Megas and Mupis mock-ups
Variations
Mupies
The Stunt “The VIP Treatment – Because You’re Worth It”
Turning Regular People into VIPs for a Day
• Classical music plays in the background
Viral Potential:
Activation Name: The Streak: Keep Riding, Keep Winning!
Core Idea:
The activation builds on the concept of self-worth and prioritizing personal comfort, time, and peace of mind. By creating a gamified in-app experience called The Streak, we encourage customers to consistently choose Careem over other alternatives, reinforcing the idea that the added convenience and comfort are worth it. The activation rewards loyalty increases retention and creates a sense of community and competition among users.
Key Components:
- The Streak (In-App Experience):
- Mechanics:
- Users must book a minimum number of rides (e.g., 3 rides per week) over a designated period (e.g., 4 weeks) to maintain their “streak.”
- Each completed streak earns them rewards like:
- A free ride.
- 50% off their next ride.
- Bonus Careem credits.
- The longer the streak, the bigger the rewards (e.g., 2 weeks = 25% off, 4 weeks = free ride).
- Gamification:
- A progress bar in the app shows how close they are to completing their streak.
- Push notifications remind users to keep their streak alive:
- “You’re 1 ride away from a free trip! Keep your streak going!”
- “Don’t break your streak now!”
- Celebration on Careem Social Media:
- Celebration of Loyal Customers:
- At the end of the campaign, we celebrate on Careem social media the top users with the longest streaks.
- Winners receive grand prizes like:
- Free Careem rides for a month.
- VIP experiences (e.g., vouchers, dinners).
- Partnerships:
- Careem could collaborate with local brands to offer additional rewards for streak participants:
- Discounts at popular restaurants, cafes, or retail stores.
- Exclusive deals for Careem users (e.g., “Show your streak and get 10% off!”).
Messaging and Tone:
- Empowering and Aspirational
- “You deserve the best. Why settle for less?”
- “Your time, your comfort, your peace of mind – it’s worth it!”
- “Keep your streak alive and treat yourself to the ride you deserve.”
- Localised and Relatable:
- ” لا توقف الستريك! خلك على طول مع كريم”
Expected Outcomes:
- Increased Retention:
- The gamified experience encourages users to return to the app regularly.
- Brand Loyalty:
- Rewards and the social media celebration reward loyal customers, promoting long-term loyalty.
- Perception Shift:
- Reinforces the idea that Careem rides are worth it for the added comfort and convenience.
Why It Works:
This activation taps into the universal desire for reward, and self-worth. By combining gamification, community engagement, and tangible rewards, it creates a compelling reason for users to choose Careem consistently. The activation not only drives retention but also positions Careem as a brand that values and celebrates its customers.
Concept 2: We Got You إحنا معاك
Don’t ________ We Got You
لا ـــــــــــــــــــ إحنا معاك
Human nature leans toward avoiding pain over seeking pleasure – we would rather prevent stress, inconvenience, and discomfort than chase luxury.
This campaign taps into that insight by showcasing relatable moments of struggle that come with not choosing Careem.
In this campaign we spotlight the avoidable daily frustrations people in Kuwait endure.
Then, we help them to shift the perspective – and ask: “Why go through this?”
Because with Careem, you don’t have to.
This campaign speaks directly to the rational decision-maker in every person, positioning Careem as the stress-free alternative that eliminates unnecessary hassle. With one simple action – ordering Careem – you avoid it all. The hassle, the discomfort, the pain, the irritation, the unnecessary stress.
At the core of the message is reliability, trust, and ease – Careem is always there, so you don’t have to struggle.
Because whatever the situation, we got you.
__________ Fill-in according the situation:
تحاتي | تخاف | تنطر | لتعب نفسك | تحتار | تشغل بالك | تزعل | تتوهق
Worry | Be Afraid | Wait | Tire Yourself | Hesitate | Overthink | Be Upset | Be Troubled
Video Concept 1
How would I relax?
Siblings going to school,
(Close up) older brother is just tired not getting enough sleep
(Wide shot) two younger siblings in the car next to him screaming, hitting, throwing water all over the place.
VO
Don’t tire yourself, We Got You
Careem
Video Concept 2
How will I drive?
(Close up) of a guy having hard time walking down the stairs saying: how will I drive?!
(Wide shot) of him showing that he is stepping out of the gym from a heavy leg day workout and his feet is wobbling.
VO
Don’t worry, We Got You
Careem
Video Concept 3
Not suitable!!
(Close up) Guy selling his car and he starts of by saying: this is the best price you will ever get.
(Close up) of the buyer who is completely not satisfied (breads out heavily)
(Wide shot) the car Infront of him falling apart
VO
Don’t get cheated, We Got You
Careem
Video Concept 4
Not suitable!!
(Close up) Main Guy putting on safety bike helmet while saying: I do not trust you!
(Close up) of his friend on the quad bike burning up the engine (while having a crazy smile on his face)
(Wide shot) the moment the guy approaches the friend to sit on the quad, the friend by clumsiness takes off real quick, while the guy stands shocked and throws the helmet on the ground and walks off the screen.
VO
Don’t take the chance, We Got You
Careem
