Careem just released a new global Super App campaign, highlighting the growing variety of services the App offers, across three main areas: mobility of people, mobility of things and mobility of money. The campaign marks Careem’s transition from its roots as a ride-hailing company to the region’s everyday Super App and is being released across five markets: KSA, UAE, Pakistan, Jordan, Iraq. The tagline “It’s not an app” emphasizes the diverse services now offered on Careem’s platform.
The campaign uses the power of real, everyday moments in people’s lives. The creative focuses on six ways, Careem makes everyday life a little simpler: ride, food, delivery, pay, and rewards, mostly set in an urban environment. The campaign’s heroes bring the viewer into relatable situations, all solved with a physical “tap” on the Careem Super App. The campaign is dynamic, fast-paced and fun. The colour palette purposely infused Careem’s hero green recurring in nearly every frame. The actors chosen for the campaign are as diverse as Careem’s customer base, spreading across 13 countries including places with large expat populations. The campaign concept was created entirely by Careem’s in-house talent. Historically some of Careem’s most successful campaigns and marketing stunts have come from the creative minds of Careem’s colleagues. Building on this rich history of creativity Careem decided to take the bold and unconventional approach of ideating a campaign among colleagues.