Careem Reinforces Brand Purpose With ‘Start Something’

Careem has embarked on a global campaign that communicates its new positioning and reinforces its brand purpose with the message ‘Start Something’. Created by Careem’s agency of record, TBWA\Raad, the campaign will run in 12 markets across the Middle East & North Africa (MENA) region.

The cab hailing app, which now is also present in deliveries and payment services, explains that ‘Start Something’ is a call to action, to “move forward, to take the first step and to believe, because nothing ever happens by standing still”.

“We are really excited at the global launch of ‘Start Something’ for Careem which has been developed in close partnership with TBWA\Raad. This campaign was 12 months in the making and brings to life our brand purpose and mission in a beautiful and emotional way. It tells a regional story of ‘Start Something’, encouraging each and every one of us to take a step in shaping the future of our region,” said Ian Pate, VP Global Brand Marketing at Careem.

The integrated campaign kicks-off with a film that showcases people from different MENA markets, starting something to make a difference — a young girl following her true passion, a Jordanian family taking a step to create an inclusive community, an athlete dedicated to making his country proud, a Palestinian man believing in the impossible, a refugee with ambitions to never give up, a little boy nurturing his imagination, two young men believing in restoring the heritage of an old home, and an entrepreneur choosing to return home to Iraq and start something.

Each daily life scenario portrays the brand’s purpose, reasserting the message ‘you don’t have to be someone to start, you just have to start to be someone.’

“More than ever before, the world needs a positive rallying cry that empowers people to take action, to ‘Start Something’, to help change the world for the better. We are extremely proud of this campaign and of our collaboration with Careem,” added Ghassan Kassabji, Chief Development Officer, TBWA\Raad.