Egypt’s home to some of the most densely populated cities in the world; its capital, Cairo, acts as a home to a metropolitan population of over 20.5 million and their cars. It’s ranked as the fourth worst city when it comes to traffic congestion. This not only consumes time and reduces the quality of life, but it also has an adverse effect on the country’s economy, with the time wasted at a standstill, having the potential to pour into much more productive uses. Careem recognized the opportunity to introduce a new addition to its car-hailing service: a time-saving mode of transportation for those who aspire to have a fast-paced lifestyle that could squeeze its way through the typical traffic-full maze and possibly split a person’s average commuting time in half. The Careem Bike. Faster, cheaper, swifter. We wanted to make this the standard ride for any Egyptian’s short journey commute.

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.