Situation: There are many players in the groceries market in Dubai. While Quik Groceries has existed on the Careem app for some time, it was never launched officially to the audience.

Brief: Tasked with the brief to land the speedy delivery message, the challenge was competitors claiming the same USP.

Objective: To differentiate ourselves, we aimed to connect with the audience on a truthful insight, packaged in visually appealing films and fun storytelling. Our objectives were to raise awareness, drive sales, and stand out from the sea of ads.

Contrary to our competitors who speak very tactically, we wanted to do it differently. We wanted to use a unique voice that really resonates with our young audience and inspires them to try Quik Groceries, instead of pushing products, discounts and deals. A voice that successfully captures who we are and how we want to show up as a brand.

Quik’s USP of speed shaped our creative insight. The idea was to tie Quik’s speed back to the familiar feeling of wishing that some things could be sped up. We would also wryly comment about everyday things that are fast, both good and… not so good that our audience would relate to.

That’s how ‘As Quick As Quik’ was born.

A campaign that sold Quik’s speed by creatively bringing it to life in a way that would make people chuckle.

Our launch films had 3 situations that people wish they could hit the fast-forward on (and showed it actually happen with some creative magic):

A visit to the dentist.

Getting fit at the gym.

Escaping from a deserted island.

The films end with a spectator delivering our key message:‘If only everything was as quick as Quik’, tying the concept together and creating a strong link between Quik and speed.

People in Dubai are used to everything being one tap away. Online grocery delivery is common, but Quik’s quicker than most players in the market. Our strategy was to leverage this USP in a memorable way. Instead of taking the expected route of tactical messaging and scenarios that portray perfect delivery moments, we decided to connect with our audience via purely entertaining content – void of overbranding and forceful mentions. That’s how we ensure they watch the films to the end and grow their interest in our brand.

Our insight: people today like things fast. So much so that brands have picked up on it and created features that cater specifically to this need- WhatsApp2x Fast Playback, YouTube 2x playback speed, sped-up songs. We decided to use this insight to tell people that Quik Groceries is as fast as they’d like everything to be.

We see a guy who’s in for a dreaded appointment to the dentist’s office. His dentist takes much longer than our hero would like. Add a lackadaisical assistant to the mix and tooth be told, it’s a disaster. Luckily, a magical fast-forward button appears. The hero presses it and watches as everything around him moves in super speed. Happy that he breezed through his appointment, he flashes a big smile with new grills at the camera. An onlooker in the waiting area delivers the campaign line as she snacks on a bag of chips.

We wanted to make films that struck a chord with our audience. And that’s exactly what we did. The campaign had a high reach rate of 1.5 million organic views with engagement rates of 6% on Instagram and 8% on TikTok, significantly higher than industry benchmarks of 2% and 3% respectively. Perception of speed: Independent IPSOS data revealed Quik rose to second place when it came to delivery speed as a primary reason for app choice, beating several heavy hitters in the market. And crucially, Quik Groceries saw a monumental growth, with orders rising by 109%.