2018 Winners & Shortlists

The Campaign

A Time Interval; Travel Time Vs. Conversation Time While the time spent in traffic is a killer, Careem Bikes is the savior. Passengers usually spend time chatting to kill time and Careem is here to save the time. Taking those meaningless conversations passengers have during the wait in traffic, and showcased as incomplete conversations to show how quick the journey is with Careem Bikes. Now Careem riders will have to find another place to conduct their meaningless conversations.

Creative Execution

The whole rider’s journey is presented, right from them getting onto their ordered bike to reaching their destination. A conversation is struck up by each rider, and cut off at a critical point with the announcement of their arrival by the captain. As he drives away from the end frame, a VO states that the Careem Bike is faster, cheaper, and swifter. The astoundingly short duration of the clips serves as an emphasis on the reduced commute time, with the added step of having even the VO interrupted. As it continues to claim one more thing about the service, it is cut off with the Careem tagline: Yalla Let’s Go. The copies were launched online to reach the various segmentation of our desired target market and make use of their highly snackable, shareable online content. While short and to the point execution-wise, the copies are high on witty, snappy humor.

Describe the success of the promotion with both client and consumer including some quantifiable results

Since the launch of our copies an increase of demands by 54% in Cairo and 45% in alex.

Explain why the method of promotion was most relevant to the product or service

First time to launch Bike-hailing service in the middle east

While stuck in traffic, it’s hard not to find some sort of entertainment to fill up your time. What is the most available form of said entertainment? Socializing and striking up a conversation with the nearest person to you, of course. In Careem’s case, it’s you, yourself, and your Captain, and vice versa. One goes from a full heart to heart with the captain/rider, to talking about the weather. As we wanted to capitalize on one of the most important attributes to riding a bike, speed, we opted for capitalizing on this very specific aspect, the conversation riders & captains relate to the most. All we had to do is demonstrate the bike speed by cutting this very famous conversation short, right at its climax.