Careem Plus is a subscription program that unlocks incredible value for customers across multiple services on the Careem app.

Realizing that customers weren't aware of the breadth of benefits on Careem Plus or didn’t even know it existed, the brief was to come up with an idea that informs people about the program (and services).

We had 2 key objectives: spreading awareness about our different services to further cement the idea of us being an Everything app, and sticking the message of ‘savings with Careem Plus’ in people’s minds, ultimately driving customer subscriptions.

Executionally, we needed to do something that makes this information memorable, communicates our brand messaging clearly and resonates with our audience. To achieve this, we needed an idea that can live on beyond the duration of the campaign and help us reach our goals in a creative way- and we found music to be the answer.

Our ambition in creating an original track was to produce an earworm, not just a song for an ad. The track needed to follow a specific formula- two keywords: tap and save, with alternating verbs in between that signify the services to save on (e.g Tap, ride, save. Tap, clean, save). We used repetition as a device to land the message, and a catchy beat to pull listeners in.

After a lot of experimentation, we finally landed on a groovy bass line that we slowly built things around, layering drum sounds with electronic beats, adding some funk, recording electric guitars, percussion & synths. While building the track, we always had a vision for the vocals as well, wanting them to be eclectic and different-sounding. This meant recording with multiple artists and combining various performance styles in one track.

A campaign that exceeded our own KPIs, Tap.Subscribe.Save was a huge success in the market. The film was the best performing piece in the history of Careem. In terms of awareness, it drove a change in customer behaviour and helped increase subscribers to Careem Plus by a whopping 130%. As for social engagement, it received over 50 million impressions and 4.5 million reach across TikTok & Instagram.