2018 Winners & Shortlists

CAREEM- CAPTAINS WANTED

Client/BrandCAREEM
Product/ServiceSUPPLY (CAPTAINS)
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
Type of EntryStrategy
CategoryAcquisitions & Retention
Idea Creation J. WALTER THOMPSON CAIRO, EGYPT
Production AXEER STUDIO Cairo, EGYPT

The Campaign

An exclusive offer to everyone . To stand out, our campaign mocked the unrealistic requirements of typical employers, and their paradoxical expectations. We set forth Careem as the breaker of the norm when it comes to job openings. Jobs in Egypt are typically announced through the Friday newspaper, we decided to follow the same tone of voice one would find in a standard listing. A long list of requirements is called out for, however, this seemingly endless list is not actually giving needed skills or experiences, it is merely listing opposites, unrelated to the job market.

Creative Execution

The TVC is set in a traditional Egyptian coffee shop, which is an infamous hangout for unemployed Egyptians. The coffeeshop is full of a diverse range of potential Careem candidates, of all ages and backgrounds. A radio announcement from Careem starts playing, that catches everyone’s attention, as all of them seem to fit the newspaper-style listing. The list encompass all categories and classes of people with the nonsensical nature of the listing except those without a pro-active mindset. The ad ends with a call center number to receive applications, supported with witty billboards around the country, further poking fun at some of the ridiculous requirements.

Results

The campaign resulted in an increase job applications of over 108% from Q3 to Q4 of 2017, creating a steady supply for Careem’s expansion.

The survival of the car hailing service industry is highly dependent on steady supply of Captains (drivers). In a country with high levels of unemployment, we decided to develop an inclusive platform to offer job opportunities across segments with minimal requirements.

The survival of the car hailing service industry is highly dependent on steady supply of Captains (drivers). In a country with high levels of unemployment, we decided to develop an inclusive platform to offer job opportunities across segments with minimal requirement, a pro-active mindset, a car and a driving license

Credits

Name Company Position
Ibrahim Islam J. Walter Thompson Cairo Head of Creatives
Eslam Hossam J. Walter Thompson Cairo Associate Creative Director
Marwa Khalifa J. Walter Thompson Cairo Art Director
Farah Sultan J. Walter Thompson Cairo Copywriter
Omar Hilal Freelancer Director
Sally Ezzat J. Walter Thompson Cairo Business Director
Menna Hagrass J. Walter Thompson Cairo Account Manager
Links
Social Media URL